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Digitized by 


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Hudson Motor Car Company 


HUDSON TRIANGLE exists for the purpose of welding the 
entire selling organization into a unit body, thus multiplying each 
man's selling efficiency. 

One important member of the editorial staff of HUDSON TRI- 
ANGLE is yourself — every dealer, every salesman, every member 
of the manufacturing organization is included in the list of con- 
tributors, the editorial staff. 

Thus you see each of us is to have a vital share in this valuable 
interchange of ideas, experiences and HUDSON TRIANGLE. 

The clearing house, the convention hall, is HUDSON TRIANGLE. 

Write the editor of HUDSON TRIANGLE your experiences- 
things that will be valuable to other members of the big family. 
Others will give you valuable points that developed in their experi- 

Jot down this note on your memo pad: "Write short article 
HUDSON TRIANGLE before Thursday, this week." 

The Palace Garage at Barre, Vermont, 308-310 N. Main St., which will 
sell many more HUDSONS this year than last 
from present indications 

Digitized by 


Self-Starter Enthusiasm that 
Won Quick Sales 

THE announcement of Howard E. Coffin's latest and 
greatest car— the New Self-Starting HUDSON "33"— 
capped the climax of enthusiasm over the master de- 
signer's automobile creations. 

Almost instantaneously with the announcement the exe- 
cutive offices of the Hudson Motor Car Company were deluged 
with telegrams, special delivery mail and long distance tele- 
phone calls from dealers and owners of cars. Orders came in 
at a terrific clip from all sections of the country. 

As quickly as the demonstrators were equipped with the 
self-starter the additional stimulus was immediately felt by 
every HUDSON dealer. 

The writer happened to be in Chicago the day the big 
impressive advertisement of the self-starter appeared in the 
Chicago Sunday Tribune. He dropped in on some friends. 
He learned that the next-door neighbors of these friends 
had planned to purchase an electric. But they had 
just finished reading the self-starter announcement in 
the Chicago Sunday Tribune and that one factor deter- 
mined them in favor of the New Self-Starting HUDSON 
"33" instead. 

A short time afterwards they called upon Louis Geyler, 
the Chicago agent, and Mr. Geyler's salesmanship equipment 
had the name on the dotted line in a hurry. 

Thus you can see crystallized the effect of the self-starter 

This same 
incident prob- 
ably was re- 
enacted hund- 
reds of times 
in all sections 
of the country. 

Quickly the 
news of the 
itself to the 
newspapers of 
the country 
and the press 
clipping service 
envelope of 
grew fat day by 
day as the sto- 
ries of the self- 
starter multi- 
plied in num- 
ber. For it was 
good automo- 
bile news. 

It meant 
the simplifica- 
tion of the au- 
tomobile to a 
point, where 
starting a car 
meant a task as 
easy as ringing 


Tkiy. vmfMr TRANSMITS Mri DCUVEBImum eaty oa •oadllloM lltatttaff It* liability, *ftl«a h*<r« toe 

' ' ** w«wH ivm, Hp*<two m(*V »» tgm Umtm~Sm mm 

Received at 

440 BTJL MO 50, HL. 

Littlefalla MT Oct 9, 1911 

Hudson Motor Oar Co.. 

Detroit, Mich 

Giro Me ths Hudson oar for strength. Got between a 

telegraph pole and a trolley oar at Utioa. Expected 

to be smashed in splinters but instead the trolley 

steps broke after wedging me between oar and pole 

which prores the great strength of the Hudson. 

this if you wish. 

Jas. B. Donovan 

an electric bell. It meant the end of cranking, the end of 
lame backs and dangers of sprained and broken arms. It was 
a powerful forward stride. 

The fact that Howard E. Coffin had O. K.'d this simple 
self-starter for his latest and greatest car meant the auto- 
mobile, in adopting this self-starter, was taking the most pro- 
gressive step that had been possible in years. Howard E. 
Coffin's decisions are automobile law in the world of auto- 
mobile designing. Owners, generally, knew this. 

They knew Mr. Coffin would not for an instant allow any 
other than a perfected self-starter on his latest car. The 
utter simplicity of the four-pound starter that had but 12 
parts was convincing in itself. It connected well with the 
amazing simplicity of the New HUDSON "33," the reliability 
of which had been proved a thousand times. Hence the 
addition of the simple self-starter to this simple, magnificent 
car constituted a far more powerful selling factor — with 
owners — than did other self-starters. 

Mr. Coffin and his staff of engineers gave every make of 
self-starter an opportunity to qualify for his" latest car. 

Mr. Coffin found the electric self-starter too complicated. 
It weighed over 200 pounds. It had miles and miles of wire. 
This self-starter on the New HUDSON "33" would seriously 
interfere with the accessibility and simplicity of the HUDSON. 
The electric self-starter needed an experienced electrician to 


I watch it. 
Owners would 
not want such 
conditions. The 
vital flaw that 
wrecked the 
electric self- 
chances was its 
and the utter 
folly of allow- 
ing it on a car 
not driven by 
an electrical 

In many 
ways the com- 
pressed air 
starter was 
found attrac- 
tive — to the 
T h i 8 fact 
proved its Wa- 
terloo: Com- 
pressed air is 
so cold that it 
cools the cylin- 
ders. Thus 
when gasoline 
gas is injected 
into the cylin- 
ders, it quickly 
returns to its 





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Digitized by 






7:306- Ch Ad, 60 N.I* 

Mobile, Ala, Sept. 25:26:1911 

Hudeon Motor Oar Company, 

Detroit, Michigan 

Congratulate you moet heartily upon' your progreesireness and 
enterprise in putting on this additional feature. It will 
be a good seller. 

Blooh Bros. 

original Jorm. 
very favorable 
conditions, it 
could not fire, 
it was discover- 
ed. Then, too, 
the compressed 
air starter, after 
some usage be- 
comes very 
noisy. So it had 
to be abandon- 
ed by the man 
whose author- 
ity amounts to 
automobile law. 
A mechan- 
ical expert 
would have 
fairly satis- 
factory experi- 
ence with the 
gasoline self- 
starter. It was 
discovered that 
the temper- 
ature of the 
cylinders gauge 
the amount of 
gas necessary to make it work. If the cylinders were warm 
little gas would be needed. If cold, a great deal. A man who 
made a specialty of studying self-starters could probably 
make this work two-thirds of the time. But this was not 
satisfactory to Mr. Coffin, in accordance with his simplicity 

So he decided on the starter that worked 98 times out of 
every 100 — that was the highest efficiency of all the starters. 
And that deci- 
sion was the 
germ of the 
that swept the 

YouVe heard 
of "bum enthu- 
s i a s m ' ' — t h e 
kind that 
doesn't land 
the business. 
The enthu- 
siasm that fur- 
nished the im- 
petus behind 
the sales of the 
New Self-Start- 
"33", taking the 
nation by storm 
was real, live, 
virile enthu- 

It was the 
kind of en- 
that landed] 
the order at the first sitting. There was not a HUDSON 
dealer who didn't sell one or more cars immediately 

following the news. 

These Letters from Dealers Give the Story in a Nutshell: 
W. ARTHUR LATHAM. Kankakee, 111. 
Gentlemen — I think that unquestionably the self-starter will assist us in 
making a number of sales. W. A. Latham. 



2:33 iM. 

G. L. REID. 

Shelbina, Mo. 
Hudson Motor 
Car Co., 
Detroit, Mich. 
Gentlemen — As 
we have said before 
you have a clever 
keep-at-it advertis- 
ing and Sales De- 
partment. Your 
shrewd movement 
in the way of self- 
starter is good. 
We find that every- 
body is for the self- 

C. L. Rbid. 


Elgin, 111. 
Hudson Motor 
Car Co., 
Detroit, Mich. 
Gentlemen — 
Have already 
several people com- 
ing in to see the 
self-starter through 
newspaper an- 
Yours very truly, 
C J. Moody. 

Hudson Motor Car Co., 
Detroit, Mich. 


Milwaukee, Wis. 

self-starter as is used on 
totor fast enough to start 
vill work under favorable 
conditions are against it 

Schreiber Motor Car Co. 








20: ks, Ad.36N.L, 

P : Fort Stoith, Ark. 8epr 25:26: 11 

Hudson Motor Car Co, 

Detroit, Michigan 

The Self Starter is a great feature I think it will inorease salee 
wonderfully. Send me one for oar twenty one two nineteen demon- 
strator by first express and let the others follow as soon as 

A» H» Blaok, 

12:5* AM. 


Zanesville, Ohio. 
Hudson Motor 
Car Co., 
Detroit, Mich. 
Gentlemen -Your 
additional im- 
provement meets 
with my hearty 
approval. I am 
pleased to know 
the addition of the 
self-starter to the 
HUDSON "33." 
Wishing your com- 
pany the best of 
success in this new 
venture, I am, 
Very truly yours, 
C A. Fritz. 


Daytona, Fla. 
Hudson Motor 
Car Co., 
Detroit, Mich. 
Congratulations on 


11:41 P. M. 


Hudson Motor Car Co., Lewiston, Idaho. 

Detroit, Mich. 

Gentlemen — We acknowledge receipt of your announcement of the 
self-starter for HUDSON cars. We consider this the best move yet from 
the sales standpoint — FINE. 

Yours very truly, 

Twin City Auto Co. 

Digitized by 




Amherst, N. S. 

Hudson Motor Car Co., 

Detroit, Mich. 

Gentlemen — This is very interesting to us indeed. We are very anxious 

to get the two 1912 cars equipped as quickly as possible. 

Norman C. Lodge, Sec. & Treas. 


Hudson Motor Car Co., Fairbury, 111. 

Detroit, Mich. 

Gentlemen — Was surely surprised and PLEASED to read that the 
HUDSON cars are to be equipped with self-starter. This was the one 
thing yet to make this car the one SUPREME car for 1912. This ought 
to bring a rush of business as it will with me. 

C. J. Claudon. 


Hudson Motor Car Co., Augusta, Ga. 

Detroit, Mich. 

Gentlemen— We note with much interest that you have decided to equip 
your 1912 cars with a self-startes. It makes us feel, as dealers, as though 
you were willing at all times to do all you can to make sales. We now 

KNOW we can sell HUDSON cars. There was no delay 

at all in selling the ar when we informed our prospect that you were going 
to put a self-starter on the car. It is the biggest thing we have had yet. 

Yours very truly, 

Augusta Automobile Sales Co. 



F306 CH AD 60 NL Mobile, Ala., Sept. 2526, 1911. 

Hudson Motor Car Company, 
Detroit, Mich. 

Congratulate you most heartily on your progressivenesa and enter- 
prise in putting on this additional feature. It will be a good seller. 

Bloch Bros. 
223 A. M. 


Hudson Motor Car Co., Regina, Canada. 

Detroit, Mich. 

Gentlemen — This is very pleasing news to us and we certainly appreciate 
the efforts the factory are putting forth to make the cars better than any 
other concerns possibly can turn out. 

Canadian Motor Sales Co., Ltd. 
Geo. E. Rastell. 


Denver, Colo. 

Hudson Motor Car Co., 
Detroit, Mich. 

Gentlemen — I have gone carefully over this correspondence and certainly 
want to congratulate you upon this move. We have to concede that the 
Hudson Motor Car Company are certainly "live ones." We know that 
you will furnish this starter to owners of 1912 HUDSON cars and I will 
be very glad indeed to fit them for customers free of charge. We believe 
that the attitude vou are taking and the local trustees of this concern 
that we shall work up a very satisfactory business. You have certainly 
shown a great deal ot aggressiveness and tact in holding back in this self- 
starter until some of the cars were in use which should resultjn personal 
advertising that will be most valuable. 



Hudson Motor Car Co., Youngstown, O. 

Detroit, Mich. 

Gentlemen — We are more than gratified to add the additional self- 
starter to your equipment. 

Yours very truly, 

neate & McCarthy. 

nald Parson, Pres. 

Portland, Ore. 

Hudson Motor Car Co., 

Detroit, Mich. 

Gentlemen — We must certainly congratulate you and also ourselves on 

having this self-starter as a talking point. The very day the starter arrived, 

some customers were in our show room. They were anxious to have cars 

with self-starters. We are looking these people up again and hope to be 

able to sell them. 

Neate & McCarthy. 


Hudson Motor Car Co., Binghampton, N. Y. 

Detroit, Mich. 

Gentlemen — All of our customers, prospective and otherwise, seem to 
be greatly interested in this new device and we believe it will be to our 
mutual advantage. 

Yours very truly, 

H. W. Lovell, Mgr. 


Hudson Motor Car Co., Poughkeepsie, N. Y. 

Detroit, Mich. 

Gentlemen — We are greatly pleased to hear that you are putting starters 

on your cars and we feel it is going to make a big season for the HUDSON 


Tiffany Diamond Garage, 
Per Chas. H. Tiffany. 


Lincoln, Nebr. 

Hudson Motor Car Co., 
Detroit, Mich. 

Gentlemen — About 9 o'clock this morning the self-starter mat arrived; 
10 o'clock the self-starter came and at 11 the men from the factory to make 
the installation appeared upon the scene. Clever organization, planning 
and speed. "Thou art a jewel.*' By one o'clock we had the car work- 
ing and our banners flying and a lot of people in to see the self-starter. 
Everything a great success and vou and your company are to be congratu- 
lated. I am trying to tell you how pleased I am with the self-starter, but 
my vocabulary is too limited. 

H. H. Dillon. 

Information for HUDSON Salesmen 

I^HESE facts below are given you at this time to impress 
you with the absolute safety of our self-starter. 
The agent for a car that has no self-starter some time ago 
started a story that self-starters were not safe; because the 
New Self-Starting HUDSON "33" was selling fast and taking 
sales away from him he attempted, in desperation, a canard 
that a self-starter had exploded. Howard E. Coffin would 
never have O. K.'d any self-starter if there was the barest 
possibility of such an occurrence once in a thousand times — 
he gave the self-starter thousands of tests. He was amused 
on hearing the competitor's unfounded yarn. 

The task of the new self-starter is to inject a small quan- 
tity of gas into the cylinders which can be readily ignited 
by any spark which will ignite an ordinary charge from the 

The action is very similar to the ordinary running of the 
motor, and if too much of the Presto gas is injected into the 
cylinder the charge will not ignite. This is the same as get- 
ting too rich a mixture. 

You have had experience priming motors and know the 
effects of getting too much gasoline into the cylinders and 
accordingly being unable to start the motor until after this 
gasoline has been worked out by turning the motor over 
several times. 

This is exactly* what you have to do in case of too much 
Presto gas being injected. 

Needless to say the HUDSON dealer quickly squelched the 
falsehood of the disgruntled competitor by merely stating the 
facts as outlined above, when soliciting sales. 

Digitized by 


Stirring Conventions of 


Team-work 1 

That magnificent spirit reverberated through the entire 
HUDSON family before, during and after the announcement 
of the New Self-Starting HUDSON "33." 

Today, as a result, dealer and maker, both with their 
shoulders to the wheel, are making things move at a clip that 
is frightening competition. 

Another splendid result has been the enthusiasm generated 
at the several conventions of HUDSON dealers in certain sec- 
tions of the country. 

These sales conventions were conducted by Vice-President 
Edward H. Broadwell, Sales-Manager E. C. Morse and 
Advertising Manager C. C. Winningham. 

Up to the time the Triangle had gone to press, four splendid 
conventions had been held, with great enthusiasm on the part 
of dealers, their salesmen and the factory men who conducted 

Conventions had been held in Chicago, St. Louis, Kansas 
City and Hutchinson, Kansas. 

The New Self-Starting HUDSON "33" as a selling prop- 
osition was crystallized in the pat statement of one dealer 
that "any man who can't sell the HUDSON had better get 
out of the automobile business." This clearly indicates the 
speed and ease with which the New Self-Starting HUDSON 
"33" is selling in every section of the United States. 

It was perhaps a brutal way to put a fact, but every 
HUDSON dealer will agree to its soundness. 

At the Chicago session, the first held, Messrs. Broadwell 
and Winningham gave Louis Geyler and his men a number 
of vital pointers in the work of selling the New Self-Starting 
HUDSON "33." 

It was brought out forcibly there that the visits of Mjr. 
Geyler's men to the factory had been an important factor in 
making sales, for it gave the men the proper ammunition to 
cope with such selling situations as might arise. It actually 
gave these men a better understanding of the wonderful car 
Howard E. Coffin has built. 

It enables them to know the whys and wherefores of the 
piece of high-powered machinery they were selling. One man 
stated that he knew of a number of sales that he had closed on 
the strength of a graphic recitation of facts that were inspired 
by his visit to the factory. 

Mr. Broadwell stated the constant desire of the factory to 
put its shoulder to the wheel with the dealer and to go out of 
its way wherever possible to assist the dealer in increasing his 
sales. He laid stress on the tremendous advantage a visit 
to the factory gave the salesmen. 

Mr. Winningham told of the great advantages that had 
accrued for coupling the name of Howard E. Coffin to the car 
— how the addition of this master designer's personality had 
sold cars everywhere — how it made the cars sell quicker, for 
the dealer was offering a finished product rather than a 
large number of parts. 

In other words a salesman could talk of one unit rather 
than make a solicitation scattered over a variety of hard- 
to-understand technical subjects as salesmen for cars that are 
three years behind the HUDSON must talk. The almost 

invariable result of a technical discussion by salesmen for 
competitors is that the customer will find some technical 
objection and the result is the worst of selling situations — an 

"This is all overcome by the presence of the personality of 
Howard E. [Coffin, the greatest American designer, in the 
selling talk," said Mr. Winningham,"and the great advantage 
is that it ties up securely with the advertising and thus makes 
every word the salesman says have treble weight with the 

Mr. Geyler's organization left the Chicago Athletic Associa- 
tion stimulated to a high degree and judging from the orders 
from that section the men made good use of the enthusiasm 
they generated there. 

Dealers from all the surrounding territory were present 
at the St. Louis convention and here a splendid spirit was 
manifest. Sales-Manager Morse was toastmaster at the 
informal dinner and he called upon every dealer present for 
a talk. 

Those who were present at the informal dinner were: 
J. H. Phillips, A. L. McCormick, George S. Danaher, T. J. 
Clandon, J. W. Morris, A. L. Maxwell, W. G. Holmes, C. L. 
Reid, George L. Keiseh, George E. Maguire, E. H. Broadwell, 
E. O. Morse, C. C. Winningham, J. S. Draper, Walter J. 
Bemb and W. W. Garrison. 

After spirited discussions of the selling advantages of the 
HUDSON, how best to lay those advantages before customers 
and other matters of importance to dealers, a photograph of 
the assemblage was taken and there was an adjournment to 
the Phillips Automobile Company, St. Louis agents for the 
HUDSON. There another picture was taken and the party 

The Striking Show Rooms of S. G. Chapman, atS 

8 . 

Digitized by 


ur Great Family of Live 

then visited the St. Louis automobile show, where Mr. Phillips 
had an excellent exhibit of the New Self-Starting HUDSON 
"33." It was undoubtedly the banner exhibit of the show. 

The other two sessions — at Kansas City and Hutchinson, 
Kansas — were equally impressive in their results and the 
dealers present were enthusiastic over the clarity with which 
splendid selling points about the HUDSON were presented 
to them. 

The great advantage of the get-together movement lies 
in the combination of two valuable viewpoints — the dealer's 
and the factory's. 

The dealer is on the ground. He comes into personal 
contact every hour of every day with the ultimate buyer of 
automobiles. Some business occasionally suffers because 
men get too close to their own affairs. They lose their perspec- 
tive on their business — the perspective they must have to sell 
effectually. And that perspective is the customer's view of 
their proposition. 

On keeping the customer's viewpoint — the perspective — 
depends orders. Re-aligning that perspective and generating 
enthusiasm is the result of this get-together movement that is 
having such a tremendously good effect upon the selling 
organization of dealers. That it is winning the orders is a 
known fact. 

The ideal developer of business-getting ideas in selling the 
New Self-Starting HUDSON "33," of course, is a visit to the 
factory, to get right down with the men who are building the 
HUDSON — to see the amazing care and wonderful ingenuity 
exerted in putting the HUDSON where such letters and tele- 
grams as those reproduced on another page are forthcoming 
from owners of the car when they have driven the car thou- 
sands of miles. 

ico— Showing How Arrival of Gar Was Announced 

Every man who sells needs and must have at times a 
certain amount of mental selling stimulant — or he will find 
he has gone stale and he is in trouble when trying to work sales 
up to the closing point. The task of selling is merely being 
able to correctly recite the HUDSON'S advantages — the degree 
of correctness governs amount of orders — for the car itself 
is without a peer and it is the design of the man openly ac- 
knowledged by his contemporaries to be the greatest living 
automobile designer — Howard E. Coffin. 

So let the get-together movement go on, in one way or 
another. Let every dealer do with his selling organization 
as the factory is doing with its men — hold conventions to 
stir up the ideas of the men — to exchange enthusiasm and 
ginger — and to discuss the vital features of the car that is 
three years ahead of its contemporaries. 

Then watch the orders jump! 

Display of Testimonials Attracts Editor. 

(From the Palatka, Fla., Newt) 

WHILE visiting in Detroit, Mich., some two weeks ago the editor 
of the Palatka Newt chanced to visit the city salesroom and 
garage of the Hudson Motor Car Co., managed by Mr. J.H. Brady, 
a hustling young business man of the Auto city. In the great room devoted 
to the display of the celebrated HUDSON car Mr. Brady has painted on 
the walls the testimony of prominent men in all parts of the country to the 
value of the HUDSON car. These various testimonials are neatly lettered 
and surrounded with moulding in diamond shape. One of them, in parti- 
cular, struck the editor. It read as follows: " 'First comfortable automo- 
bile ever built,' said Coe D. Smith, who is 6 ft 2 inches and 60 years old, 
after driving a HUDSON from New York to Florida." But Mr. Brady 
didn't know the full value of that testimonial until after the editor told 
him that Mr. Smith had owned several makes of cars; that he was a 
mechanical genius, and that when he gave his testimony he felt every 
word of it to De true; that he was not a man accustomed to talking through 
his hat. Whereupon Mr. Brady stated that from such a source the testi- 
monial had an enhanced value and that the company certainly appre- 
ciated its worth. 

Public Forces Addition to Hudson Factory 

THE motoring public's demand for the New Self-Starting HUDSON 
"33" has forced the Hudson Motor Car Company to build an addi- 
tion to its already immense plant. 
The new building is an immense wing of the main plant. It is 530 
feet in length, 60 feet in width, and two stories in height. It will have 
63,600 square feet of floor space, bringing the total floor space of the en- 
tire factory up to 236,411 square feet. 

The new building is of the very latest modern construction, being 
Jbuilt of steel and concrete. 

It is a splendid tribute to the wonderful car built by the Hudson 
Motor Car Company, for it echoes the remarkable growth of the insti- 
tution with its basis the master car produced by Howard E. Coffin. 

Demand for the HUDSON "33" was 2,000 cars in excess of production 
last year. This fact has necessitated the construction of the new building. 
Architects have been working on the plans for some months. At present 
writing workmen are ready to start the work on the floor structure. 

The big new wing brings the intrinsic value of the Hudson factory 
up to about three-quarters of a million dollars. 

Mound City. 
Hudson Motor Car Co., 
Detroit. Mich. 

Gentlkmkn — Thank you for your kindness and I want to say that I will talk HUD- 
SON whenever the opportunity presents itself. 

F. W. Harmon. 

Digitized by 


THE sun never sets on the New Self-Starting HUDSON "33'[! 
International in its scope for several years, the HUDSON organi- 
zation, today — as this article is being written — completed the cir- 
cuit of the globe, with the closing of a contract with the Central Motor 
Car Company, Tokio, Japan. 

All of us are members of one of the first American automobile insti- 
stutions to establish a selling chain clear around the world. We a remem- 
bers of a magnificent world-size selling machine. 

On every continent you will find the New Self-Starting HUDSON 
"33" — in every civilized country where customs duties will allow entrance 
to an American automobile. 

In British India, in South America's countries, Australia, Africa, the 
Philippines, Siam, China, Japan, New Zealand, Jamaica, Trinidad, the 
Barbadoes, Porto Rico, the British Isles, Canada, Mexico and other coun- 
tries you will see the car you sell in the same splendid performance of the 
purpose for which it was built. 

Thus the HUDSON organization places itself on a plane second to none 
in its field. It is now one of the mighty institutions of America that have 
spread out their lines until like the monarch of Britain you can say that 
the sun never sets on the organization to which you and I belong. 

The powerful prestige that the amazingly simple HUDSON cars achieved 
first in the United States spread rapidly to England and then speedily 
branched into every corner of the old world. 

The HUDSON car is as well known to the leading engineers of Eu- 
rope — and in some cases, better known — than the cars built in their own 

It was almost the invariable case when a foreign merchant prince, en- 
tering the automobile business, asked American motor car authorities' 
advice as to which car to endeavor to get the agency for, that the HUD- 
SON was the recommendation. 

Thus it was not long until the HUDSON organization began to ex- 
pand at a steady, healthy pace — until today we can adopt Britain's slogan. 

The seed of 
the foreign selling 
organization is the 
Rawlinson-Hu d- 
son Motor Car 
Company, Ltd., 
479 Oxford Street, 
London, W. — the 
sole agents in the 
United Kingdom. 

The head of 
this business is 
Mr. Alfred Raw- 
linson, for years 
captain of the 17th 

He is a true 
sportsman in the 
real sense of the 
ward. He is a 
great exponent 
at the game of 
polo, having been 
one of the finest 
players of his day. 
He has played in 
many internation- 
al matches and 
is a bol d and 
fearless horseman. 
Mr. Rawlinson is 
devoted to sports 
of all kinds, plays 
a fine game of ten- 
nis, is a good shot 

Mr. Rawlinson as an Aviator — as a Racing Driver — and the 
British Home of the HUDSON 

and has had many exciting experiences boar hunting in France. He 
is also a very keen yachtsman. 

His association with automobiles dates back as far as 1895, since which 
time he has followed the evolution of the industry with great interest. He 
has had a very large experience of both the commercial and practical side 
of the business. He was Managing Director of the Darracq Co. from the 
beginning (March, 1903) until the end of September, 1909, when he 
resigned in order to take up aviation. 

In the meantime he took part in any number of road trials and races 
both in England and on the Continent and was one of the competitors in 
the Gordon Bennett Eliminating Trials and also in the Race in the 
Isle of Man. In the latter race, he distinguished himself by driving up- 
wards of 200 miles with a bent front axle, gaining steadily on the leaders 
on each round. 

Mr. Rawlinson was one of the earliest pupils of Mr. Farman when 
aviation was just starting — he took part in many events both here and 
on the continent — he came near death when flying at Bournemouth last 

Mr. Rawlinson sold a 1912 HUDSON "83" to S. B. Lacon this year 
and the delight of the new owner was expressed in the fact that he out- 
stripped Napoleon by crossing the Alps twice. He wrote this letter to 
Mr. Rawlinson, which through his courtesy we reproduce: 

Toun, 11th September. 1011. 
I am writing to let you know how my HUDSON "33,** which I purchased from you a 
short time ago, has been running. Up to the present, she has covered just 2,000 miles 
without a single involuntary stop of any description whatever, excepting tires; the mag- 
neto and plugs have not been touched, and nothing has been done except filling up with 
oil and petrol. I have now toured through France, Switzerland, and Italy, and am now 
touring in France again. We crossed the Alps twice, the first time over St. Gothard's 
Pass, where low gear was used only twice, and the second time the Mont Cenis Past, 
where low gear was not used at all, although the pass is roughly about 10 miles long, 
uphill the whole way. and in several places our gradometer registered under 1-10. She 
averages 22 miles to the gallon, and is very good on oil, her pace on the level, 56 m.pJi.. 

I consider extremely 
good considering 3 
people and 7 portman- 
teaus: but she is at 
her best when climb- 
ing slow on hills where 
a run is impossible to 
get. I am absolutely 
delighted with the 
car in every respect, 
and, although I have 
driven many, I con- 
sider she is as flexible 
and quiet as any. 

Yours faithfully. 
(Signed) S. B. Lacon. 

Echoing the 
success of the 
"33" is an inter- 
esting letter from 
the Estrella Auto- 
mobile Palace, 
Manila, P. I., 
where the HUD- 
SON is extremely 
popular among 
the island motor- 
ists. It follows in 

You may be inter- 
ested to know that 
the Episcopal Bishop 
for the Islands. C. H. 
Brent Is riding in a 
HUDSON "83 M Tor- 
pedo, with Demount- 
able rims and is well 
pleased with same. 

P. P. Levy Hermance 


Digitized by 


Self-Starting News Takes 
Buyers By Storm 

HUDSON dealers in every section of the United States are 
feeling the good selling effects of the wave of enthusiasm — 
generated by buyers — that swept the country from end to end 
immediately upon the promulgation of the self-starter an- 

It seems almost simultaneously with the advent of the 
New Self-Starting HUDSON "33" buyers who had purchased 
1912 cars, and who were informed their cars were to be 
equipped with the self-starter, began 'phoning their friends to 
go buy the car that starts without cranking. 

In every car center in the country the owners themselves 
started a stream of prospects in dealers' places of business — 
this in addition to the buyers stirred up by the newspaper 

The country was virtually taken by storm by the 
New Self -Starting HUDSON "33" ! 

From owners and prospective owners in every corner of 
America the executive offices of the Hudson Motor Car 
Company were buried under the influx of telegrams, special 
delivery letters and some long distance telephone messages. 

Every communication bubbled over with hearty good 
spirit toward the car. With very rare exceptions, every 
letter from an owner in some way put this thought: 


Owners of the 1912 HUDSON arose as one man and paid 
their respects to the Big Family, for its enterprise. This 
overpowering demonstration made owners of many hundreds 
of prospects. 

A big man in the organization of John Wanamaker, the 
Philadelphia and New York merchant, said this: 

"You certainly are a live-wire institution, as I consider it 
the very essence of liberality when you are willing to furnish 
self-starters on cars that have been sold for several months." 

And that was the trend of thought reiterated time and 
again by owners of the HUDSON, that started the stream of 
prospects to see dealers. 

It was the greatest demonstration of the vital selling fact 
that "The best advertisement is a pleased customer" that it 
has ever been the good fortune of die writer to witness. 

Every dealer and every salesman — for the valuable inspira- 
tion it will furnish him — should read and re-read a few of 
the letters from owners, taken from the hundreds that were 

Here are a few: 

Dayton, Ohio. 
Hudson Motor Car Company, 
Detroit. Mich. 

Dbar Sirs — I use this car in my practice and of course make an unusual number of 
stops mile for mile. For this reason the starter is of much more service to the physician 
than to the average user of the automobile. My roadster is considered to be the hand- 
somest one in town (it is the only HUDSON roadster used to date). I am much pleased 
with it in every way. 

Very respectfully yours, 

Chas. M. King. 

_ Clearwater, Fla. 

Hudson Motor Car Company, 
Detroit, Michigan. 

Gbntlrmrn-— I bought my HUDSON car on the 22nd of August. I am well pleased 
with it. I have not had one bit of trouble as yet and this is my first car. I am looking 
forward to the self-starter very soon. 

E. H. Coachman. 

Johnstown, Pa. 
Hudson Motor Car Co., 
Detroit. Mich. 

Gentlemen — I was pleased to receive your letter stating that the self-starter would 
be put on 1912 HUDSON cars, including those already purchased. My car is doing ex- 
cellent work and I am quite satisfied with it and am a HUDSON booster all the time. 

Thanking you for previous courtesies extended to me by your Service Department, 
I am. 

Yours very truly, 
H. A. Hosmbr. 

Hudson Motor Car Co., 
Detroit. Mich. 

Gbntlrmrn— Yours at hand and I am pleased with your generous offer, and also 
am pleased with my car. I am realising a remark that was made to me at an aviation 
meet, that the HUDSON is coming to the front the fastest. 

Yours truly, 

J. N. Hraton, 
Hoopestown, 111. 

Hudson Motor Car Co., 
Detroit. Mich. 

Gentlemen— * * 
in this manner. 

Brooklyn. N. Y. 

* * I wish to express my satisfaction of your action 
B. Herbert Smith. 

New York Paris 

Hudson Motor Car Co., 
Detroit. Mich. 

Gentlemen — You certainly are a live wire concern and I consider it the very es- 
sence of liberality when you are willing to furnish self-starters on cars that have been 
sold for several months. The ordinary automobile firm would naturally only supply 
this splendid device on the cars that are unsold. Of course I am anxious to have this 
self-starter by the earliest possible moment, as anxious as a boy with a new toy. I cer- 
tainly admire your policy and your car and are doubly satisfied with both. You can refer 
to me at any time it such reference is of use to you when it comes to writing a testimonial 
on the use of HUDSON cars. 

Yours very truly, 

O. M. Gaissr. 
ScotUbluff. Nebr. 

Hudson Motor Car Co., 
Detroit, Mich. 

Gentlemen — I can truthfully say I am In love with the car which I ordered through 
your local agent. I was in the market for a car for a long time before I made my choice 
and a good one. I was an engineer myself and I had an idea of what to expect m a car. 
I shall certainly be pleased to have the self-starter. 

Yours truly, 
C R. Db Mott. 

Weston, I1L 
Hudson Motor Car Co., 
Detroit. Mich. 

Gentlemen— There is no question about your treating buyers of 1912 Hudson "33" 
fair and then some. I was reading about the self-starter in last Sunday's Inter-Ofan 
saying all 1912 HUDSON "33V would have self-starters and at the time was wondering 
if I could get one. Too much cannot be said about the HUDSON "33." 

Very respectfully yours. 

Geo. W. Eckhart. 
74 New England St., Summit. N. J. 

Hudson Motor Car Co., 
Detroit, Mich. 

Gentlemen— This is indeed a surprise and a pleasant one. I congratulate you upon 
your business policy. 

Yours very truly, 
B. D. Nelson. 

Eatontown, N. J. 
Hudson Motor Car Co., 
Detroit. Mich. 

Gentlemen — I am more than pleased to know that I am to have a self-starter on my 
New 1912 HUDSON "33" and think that with it the car will certainly be up to the minute. 
You certainly are treating us HUDSON people well. I will try and show my appreciation 
by booming the car. It is a great car. I have driven it more than 600 miles and I find 
it all I could ask. It runs like a watch, has plenty of speed and is a great hill climber. 
I have owned cars that cost much more money and can peacefully state that I never 
owned one that pleased me so much as this HUDSON "33." I took out a friend the other 
day and he was so pleased with it that he immediately bought one of Mr. Van Dora, and 
I expect to take a gentleman out tomorrow and I am sure that after one ride in this car 
he will buy one. 

Yours very truly, » 
J. B. Hathaway. 

Detroit, Mich. 
Hudson Motor Car Co., 
Detroit. Mich. 

Gentlemen — My only experience so far has been that of pleasure in driving and 
frfln^Hnff ^. It is a constant delight and I enjoy every moment that I am out with it, 
as do my family and friends. 

It handles like a bird and behaves like a thing of intelligence. 
Up to the present time, it has not caused a single annoyance or a moment of trouble 
and has been absolutely satisfactory. 

Yours very truly. 



Digitized by 



Grand Rapids, Mich. 
Hudson Motor Car Co., 
Detroit. Mich. 

Gentlemen — I have owned something like a dozen different cars but have never 
owned one that pleased me as well as the HUDSON. I believe that the Hudson Company, 
judging from their acts are absolutely fair in their deals. This is the first time that I 
have ever had any equipment or attachment of any kind offered to go on any car that I 
have purchased after the deal had been closed. I appreciate this treatment. 

Very truly yours, 
H. Thouasma. 

Portland, Me. 
Hudson Motor Car Co., 
Detroit. Mich. 

Gentlemen — To state that I am pleased that you are going to put a self-starter on 
my car does not fully express my feelings. I feel that the attitude you have taken in the 
matter is great. I have run my car a little over 500 miles, but I can very truthfully say 
that I never owned anything in my life that I thought so much of or so thoroughly en- 
joyed as I do my 1012 HUDSON car. Yours truly, 

J. H. Mountfort. 

Hudson Motor Car Co., 
Detroit. Mich. 

Gentlemen — Permit me to thank you in advance for this offer and to thank you 
on this evidence of good feeling of the Hudson Motor Car Company. 

Very sincerely yours, 
Dr. Walter S. Sutton. 

Law Offices of 
Kingston. N. Y. 
Hudson Motor Car Co., 
Detroit, Mich. 

Gentlemen — Yours in which you say that you are going to furnish a starter for my 

1912 HUDSON "33" came to hand and I certainly appreciate this. I have owned a 

car for some years, and also other cars, but I wish to assure you that I am very much 
pleased with the HUDSON. Yours very truly. 

Wm. D. Brinnibr. 

Manufacturing Stationers, 
Topeka, Kans. 
Hudson Motor Car Co., 
Detroit. Mich. 

Gentlemen — I very much appreciate your courtesy in advising me that a self-starter 
will be supplied for my New HUDSON. It is certain that every one of the 1912 models 
not now equipped with a self-starter will have only the kindliest feeling for your com- 
pany when they know their cars will be made in every way as good as later HUDSON 
machines. Yours very truly. 

Guy A. Morse. 

Nyack, N. Y. 
Hudson Motor Car Co., 
Detroit. Mich. 

Gentlemen — Your decision to attach the self-starter to all 1912 HUDSON cars is 
very generous indeed and without the slightest doubt will be appreciated by every owner 
of a HUDSON car as it is by Yours very truly, 

Chas. E. Morrbll. 

Philadelphia, Pa. 
Hudson Motor Car Co., 
Detroit. Mich. 

Gentlemen — Saturday will be one month since I bought car No. 15478 — 1912 
HUDSON "33" — and have gdne over 1500 miles of very pleasant riding, and must say 
that I am very well pleased. I picked out the HUDSON car in preference to a new 
Cadillac Yours very truly, 

Geo. H. Roth. 

Wayne. Nebr. 
Hudson Motor Car Co., 
Detroit. Mich. 

Gentlemen — I am much pleased with the HUDSON car recently purchased and so 
far have had not the least trouble in running the machine. I have three sales in view 
which will come through the Sioux City Auto Co. The parties live in Dixon County thii 
state, and I would like to have the starting device on my car, as I know I can land three 
of them. The self-starter will soon be a clincher in making sales. 

Yours very truly, 
Ed. J. Rayne, Sec'y. 

J. A. NUTTMAN. Lumber, 
Pittsburg, Kans. 
Hudson Motor Car Co., 
Detroit. Mich. 

Gentlemen — Your valued favor came to me this morning and it was very much s 
happy surprise. It certainly will add to the popularity of the car if such a thing can be 
and is unique in the annals of automobile industry. It is unheard of and very much in 
keeping with the liberal reputation which your company now enjoys. This will certainly 
make boosters of nearly every one of the hundreds of owners of the 1912 model. Many 
thanks and best wishes. 

Yours very truly, 

L. F. BARNEY. M. D., 
Kansas City. Kans. 
Hudson Motor Car Co.. 
Detroit. Mich. 

Gentlemen — Being a physician and making many stops in the city, the self-starter 
will probably be of more pleasure to me than any of your patrons. 

Yours truly. 
Dr. L. F. Barney. 

Sciota, IU. 
Hudson Motor Car Co., 
Detroit, Mich. 

Gentlemen— We are very much pleased with our car. It climbs the hills as though 
there were none, and it is the smoothest running car I ever saw. Your 1912 car attracts 
much attention. Would like to congratulate you on having such a worthy agent as F. E. 
Sticklen of Blandinsville. He understands his business and attends strictly to it. 

Yours respectfully, 
C. C. Tbrapp & Sons. 

Kansas City, Mo. 
Hudson Motor Car Co., 
Detroit. Mich. , t m 

Gentlemen — It would be difficult for me to express to you my appreciation for the 
offer of the Albertson-Boyd Motor Company of this dty. It was entirely unexpected 
and one which you were under no obligations whatever to extend as I purchased my car 
before you had decided upon this extra for your 1912 model. Although I have had my 
car but a short time it has made me a great friend of the Hudson Company and this kind 
offer makes me still more friendly and leads me to believe that I have placed myself in 
good hands and will be protected by your company. Again thanking you for your kind- 
ness. I remain, 

Very truly yours, 
Geo. L. Nelus. 

Ponga City. Okla. 
Hudson Motor Car Co., 
Detroit. Mich. , . ...._. 

Gentlemen— It shows a spirit of wishing to do the right thing with your customers 

as I notice the Company are furnishing the self-starter to all who have 

1912 cars at $100.00 extra. Mr. Van Petten and myself have the agency for the HUDSON 
car in this locality and know it will be great in way of sales and to convince prospective 
buyers that the Hudson Company wishes to do the right thing for HUDSON owners. 

F. B. Appleby. 

In This Car You Get Features 

Others Will Have Two 

Tears Hence 

The Albertson-Boyd Automobile Co. 

1527 Grand Avenue. tlanaaa City. Mo. 

^,iV ffrsW 

Kutxluv. Kin--- H.4- ( 


Mt» um*N » < i mi in 


Here is the center 
spread of a large con- 
vincing booklet issued 
by the Albertson-Boyd 
Company. It contains 
photos of owners in 
their HUDSON Cars 
and gives the. owners 9 
own stories of how the 
HUDSON satisfied 
them. These are sam- 
ple pages from the 
book, which is beautiful 
in typography and 

Digitized by 


How I Sell the HUDSON 

By Men on the Firing Line 

By A. T. McCullogh, A. E. Ranney Co., Newark, N. J. 

THE less technical a publication, the less argument will 
be brought forth in the mind of the prospect. 
A reader of your advertisement in, say, the Saturday 
Evening Post, reads of a finished product ready for service and 
he has only to part with his money and buy a car. A reader 
of an advertisement in a technical paper has the confusion of 
thought which inquiry and analysis bring when they techni- 
cally view a car. 

I find technical people take longer to part with their money 
than others and when I have such a prospect in hand I find 
success lies much nearer when I say that the day for discussing 
and analyzing the gas engine has passed so far as buying and 
selling a car is concerned. I tell them I sell HUDSON cars 
ready for service and that the question 6jf gas engines, bear- 
ings, ignition, etc., does not enter into the matter as hereto- 
fore. The fact that you have advertised Mr. Coffin's ability 
permits me to talk this way to a prospect. 

The dust proof features and the fan in the flywheel are 
the greatest factors in selling the "33." One prospect, an 
owner of an Oldsmobile, bought a "33" on those points alone 
and in spite of a strong objection to Hyatt roller bearings. 

To throttle down on high has been my best card with 

the "33." I have landed many a B prospect for this 


When I find a prospect with a used car, I try to get him to 
sign a contract for a New HUD- 
SON "subject to sale of his old 
car." He does not have to make 
a deposit. In the contract I insert 
11 New HUDSON to be delivered 
on or about ten days after sale of 
owners 1910 second-hand car at 

$ ." We make no charge for 

sale of old car and in time the 
prospect will adjust the value of 
his old car to the market price 
and the trick is done. 

By Wash. A. Cotter, Brooklyn, N. Y. 

1HAVE always avoided details and technical explana- 
tions when possible. Eighty per cent of the average 
customers are neither interested nor understand and it 
has a tendency toward making the operation and care of a 
car appear formidable. 

When possible, allow the novice to take the wheel. Stand 
on the running board within reach of levers and let him run 
the car a short distance on low speed and he will be an enthu- 

"Willingness to court comparison shows confidence in 
your own car, which is infectious. 

"A customer well taken care of even months after a sale, 
has sold many another car." 

By C. J. Heath, Fort Dodge, Iowa. 

WE usually tell the owner of a second-hand car that 
we can get $500 for it. We are willing to insure him 
that much for it and all over and above that amount 
we return to him less 20 per cent. 

Or should we sell his oar for $700. He would be entitled 
to $660, our commission being $40. 

We have handled a number of deals this way and they have 
all turned out satisfactorily. The only drawback is that 
other dealers are not doing the same thing. 

We buy the cars we sell just as we would if we were getting 
them for our own use. 

We are just as careful to see that the car has the quality 
that the user demands as we would if we were the user. 

By C. R. Radcliffe. 

WHEN specifications are 
given, the wise ones 
often condemn the car 
because they see something they 
think they don't like. When 
we talk with them we can often 
convince them that after all they 
may possibly be wrong on that 
particular point. 

By George Magulre, Phillips Automobile 
Company, St. Louis 

HEN a salesman does 
make a sale, he must also 
make a friend. 


Neat, Well Arranged Showroom of G. W. Blake, Colorado Springs, Colo. 


Digitized by 



By L. R. Smith 
New York City 

WHEN a man to whom you have sold a car comes into 
your store don't scowl but smile. 
He may be a nervous and faultfinding person. Never 
let him get at you first. 

Go at him with a grin and his troubles will disappear, like 
the "dew on a sunny morn" and keep him fixed. 

I have spent $100 on a customer in fixing him up on a 
second-hand car and it paid, too. 

Give him the best that you've got after the money has been 
paid, the same as before. 

Not long ago a man to whom I had sold five cars at different 
times came in and said : 

"L. R., I hate to tell you what I am going to do, for you have 
always been so d — m nice to me but I am going to buy a Brush 
or a Maxwell for one of my salesmen on the road. It is 
cheaper." I said, "That's all right, but don't do it," and 
handed him a cigar and we went over the matter together. 

Needless to say I got his order by continuing to be "nice" 
to him. 

A. E. Ranney Co., Newark, N. J. 

ONE very successful salesman states that the most 
effective method he knows in influencing an order is 
his deep interest in the welfare of the man to whom 
he is talking. To do that one must have heart; must have 
sympathy, and an understanding. Selfish men can neither 
practice flattery nor exercise an interest. Most men fail in 
this respect in salesmanship as the result of thoughtlessness. 
Men who come to buy cars do not have an idea of arguing. 
Those who ask you how you like their necktie expect you to 
agree with them. It is impossible to tell a man how to sell a 

car but some ideas can be given that in the mind of a fertile 
imagination can be used to great advantage. 

Men who have a thorough knowledge of their product; 
who understand their territory, or in the case of automobile 
salesmen, know all the prospective buyers in the section and 
who have a complete technical knowledge of the car cannot 
succeed as well as the man who lacking these advantages, has 
human sympathy and understands the essentials of sales- 

Tyrus Cobb originated a form of sliding to bases. He is 
the greatest baseball player, so authorities say, that ever lived. 
He has taught practically every man ii\ the big leagues how 
to slide. He has told them how he makes his runs. But 
no one has been able to equal him. The reason is that every 
man is limited in his capacity. But what Ty Cobb has taught 
in regard to sliding into bases has increased the percentage of 
efficiency of every man who has beert his pupil. Thus it is in 
salesmanship. Every man can increase his own efficiency if 
he will study the methods of others and most of all, study 

It is a trite saying that salesmen are born and not made — 
but it is nevertheless true. Many a man plays a better billiard 
game from the very first time he takes up a cue than other 
players who have spent years in practice. But all the profes- 
sional players even at that have studied the methods of others 
and thus made their skill even greater than it would have been 
through their natural ability. 

No charge for adjustments, using the il- 
lustration of the doctor who always seems in a 
hurry to call on other patients and does not 
succeed. We all like to feel that the doctor 
has no concern about the health of anyone ex- 
cept ourself. Thus it is with the automobile 

The Alsop Auto Company, Richmond — Note How the Showrooms Stick Out From Surroundings 


Digitized by 


Dealers Who Seized the 
Main Chance 

A YEAR or so ago a sensational 
individual dashed across the 
k State of Nebraska — the whites 
of his eyes echoing paroxysms of fear — 
and with wild waving of arms burst 
into a convention hall of bankers 
shouting in 72 point black face type, 

"The farmers are mortgaging their 
farms to get automobiles. Money is 
being taken away from the banks. 
Down with the automobile." 

The bankers convention # unani- 
mously passed the resolution, increas- 
ing the type to 104 point Roman bold* 

Blacker still. 

At Scotts Bluff the banks are said 
to have ratified the resolution against 
automobiles with both feet, much to 
the disgust of a certain demon hustler 
who somehow believed the stage coach 
era was past. 

The Man With the Panama Hat 
and the Explosion 

One day a man with a Panama hat 
started across the street from The 

Central Garage of Scotts Bluff, spit on the curbstone in front of the big- 
gest bank in the town, walked in without removing his Panama hat, and 
sat down in a chair in the president's private office. He talked tersely, to 
the point and, from the size of the explosion, convincingly. 

But he didn't stop with the president. Three strides took him into 
a director's office. Another explosion and settling of debris. The same 
operation was repeated twice more. 

And a moment later, A. T. Crawford, the demon hustler, the man 
in the Panama hat — for all three were none other than he — strode forth 
from said bank nonchalantly thumbing four orders for cars — three of 
them HUDSONS. And this before the reverberations of the 104 point 
type had spent themselves. 

The man in the Panama hat — he wears the said hat in the above illus- 
tration — is well typified by the bank story. 

The Statistical Evidence Behind A. 77* Ability 
in Selling HUDSON Cars 

He is that sort of a HUDSON dealer, alive to his tremendous opportuni- 
ties, ever keen for the big idea behind the HUDSON car, one of the most 
energetic dealers to be found in Nebraska, and withal a good business man. 

In 1909 


We need not have told you these platitudes — we could merely have 
stated that almost three-fourths of all the money invested in automobiles 
in A. T.'s county finds it way into A. T.'s garage. Which statement is 
a part of the annals of Scotts Bluff. 

It is the statistical evidence that stands behind the selling ability of 
the man in the Panama hat. 

A. T.'s business is an affair of family in his section of the state. You 
see, Nebraska being somewhat insurgent still hangs kind of taut for Roose- 
velt policies, one of which is "Down with race-suicide." Thus the great 
majority of Nebraska families are big. The anti-race-suicidists like big 
roomy cars for their big families and consequently A. T. keeps the wires 
hot ordering more HUDSON touring cars. He only sells roadsters to such 
young, rich, newly-married couples as can afford them. 

The difference between the two photographs herewith presented is 
but two years. Mr. Crawford has worked up a mighty big business in 
his garage, automobile repairs on other cars, and the HUDSON line. 

He Constitutes the Automobile Industry of Scotts Bluff 

One of the biggest things that The Central Garage of Scotts Bluff 
sells when its proprietor accepts a check for a HUDSON car is keeping 
the car running like a watch. You can't extend your arms in Scotts Bluff 
without striking a close personal friend of A. T.'s. Every man, woman or 
child in that section of Nebraska knows the man in the Panama hat, 
counts The Central Garage an institutional necessity and is personally 
intimate with Howard £. Coffin's characteristics and that of his latest car. 

A. T. is the automobile authority — he is the automobile industry — 
there, and it is 100 per cent right that this is so. 

As Mr. Crawford states, he can sell all the cars that the factory can 
allot to his section of Nebraska. This year Mr. Crawford's business will 
more than double that of last year. It is merely the natural impetus of 
a business which has grown up in rapid-fire fashion. 

There is not a day goes by but that Scotts Bluff can't say with A. T.: 
"The business has increased. ' 

The Mysterious Psychic Wave that Pounces 
Upon Automobile Thoughts 

Whenever a man within several hundred miles of Scotts Bluff thinks 
automobiles, a mysterious psychic wave pounces upon and sidetracks his 
train of thought and guides it to The Central Garage, thence to a man 
with a Panama hat. 

Anp! be it said that no Scotts Bluff purchaser of a HUDSON has ever 
regretted A. T.'s salesmanship that was responsible for his ownership of 
that car. 

Whenever A. T. sells a man a car he makes that man a closer personal 
friend than he was before, if that were possible. 

And now that the banks are lined up in the ranks of the patrons of The 
Central Garage, it is not for us to say that factory production cannot keep 
pace with the demand that A. T. Crawford, the man with the Panama 
hat, demon hustler of Scotts Bluff, keeps stirring up for the HUDSON. 

A. T. Crawford is one of the livest automobile dealers in this country. 
Your hand^A. T., the big family is glad you're one of us. 


Digitized by 


Howard E. Coffin and His Engineers 
Build a New "33^-SeIf-Starting 

Howard E. Coffin and hia Board of Engineers have built their master car — a car you start by merely pressing a button. 

These men practice the highest engineering principles the world knows. 

Engineers from abroad come here to study under these men. Their chief — like Thomas A. Edison in electricity — drives the milestones of auto- 
mobile advancement. Howard E. Coffin and his men in other years designed the motors for more than a dozen manufacturers. Eighty per cent of 
all the better quality American cars have on them features designed by Mr. Howard E. Coffin. 

Howard E. Coffin previously built five famous care — the industry's masterpieces. Each of these cars, in their time, was the car of the hour. They 
were so far ahead of their day tnat several are still being sold as leaders in their class. 

Their latest and greatest achievement is this 

New Self-Starting HUDSON "33" 

You Press a Button to 
Start the Motor 

That explains the operation. 

A child can do it as easily as it can push a button that 
rings an electric bell. 

It is like switching on the current that runs an elec- 
tric fan. % 

Yet the self-starting device of the New HUDSON "33" 
is not operated by electricity nor is it operated by com- 
pressed air. 

It has neither the weight nor complications common 
to all starters of those types. 

It weighs but4H pounds and has only 12 parts. Electric 
starters weigh 175 to 200 pounds — as much as the weight of 
an extra passenger. Compressed air starters weigh 60 to 
75 pounds. 

One type has a dynamo, a big battery and miles of wire. 

The other has valves and other drawbacks. 

Starts Instantly in Winter 

Howard E. Coffin tested all types of self-starters. None 
other was acceptable. 

This one started the motor 08 times in every 100 trials. 
Thousands of tests were made. Cold weather did not 
affect it. A motor was kept in cold storage for a week. The 
temperature was 5 degrees below freezing. Ice covered 
the cylinders. But the motor started at the first operation 
of the starter. 

Other types were not so successful. 

Buy No Car Without a Self -Starter 

Self-starters on all cars is coming as certainly as did the 
magneto. Only two years ago magnetos were sold as extras. 
Today all first-class cars have magnetos as regular equip- 

You can't get a very good price for any car now that 
is not equipped with a magneto. 

In a year or two it will be jusUthe same way with Self 
Starters. In getting a car now be sure to choose one so 
equipped. But see that it is a good, simple, effective self- 
starter — one not likely to be out-of-date in a season or so. 

This But One Exclusive 

Feature of the New HUDSON "33" 

Ail cannot be enumerated here. Their number is too 
great. But these exclusive features include an advance 
design which has eliminated almost 1000 parts — Demount- 
able rims — BIG tires — an accessibility that puts all impor- 
tant parts and all oiling places within easy reach. En- 
closed valves, dust proof bearings throughout. Fan in 
fly wheel. A clutch so good that drivers never know they 
have a clutch, because of the freedom from trouble. 

It is the quietest automobile built. Power that will 
shoot the car — with full load — up mountain sides — through 
sand and mud and always with a sensation of strength and 
of flying that is utterly lacking in many cars. 

The springs are of the most flexible; yet non-breakable, 
vanadium steel. People compare the New HUDSON "33" 
in riding comfort to cars of double its weight and its cost. 

Haven't you at least a curiosity to see Howard E. 
Coffin's New HUDSON "33"? 

Its value will be a revelation to you. 

Printed descriptions — advertised promises and pictures 
are often too alluring and many cars do not fulfill the expec- 
tations the advertising has created. 

We cannot do justice to the car and therefore aak you 
to go to see it, compare it with other cars you think well of. 

You will marvel at the value Mr. Coffin has incorpor- 
ated in this last creation. 

Go see the New HUDSON "33" NOW. So popular 
was his last year's "33" that more than 2000 failed to get 
the cars they had ordered, for we could not build them fast 

Today we lead all competitors in the number of new 
cars delivered and still the shortage continues. Better see 
the New HUDSON "33" before all these models too are 

The price for either of four models — Touring, five-passenger — Torpedo, four-passenger — Roadster, two-passenger, or 
MiU-a- Minute Speedster — is $1600. Not a cent more is needed to equip it before it is ready for use, for top, Disco Self- 
Starter, Demountable rims. BIG tires, ventilated fore-doors, windshield, large gas tank, magneto — dual system — and all 
things usually listed as extras are included. Write for illustrations showing how the New HUDSON "33" is simpler 
than any other car. 


Jefferson Avenue, Detroit, Mich. 

Please Send Literature on New Self -Starting 
HUDSON "33". 

Digitized by 



rvvmj %fj 

,*»v* ^-*« 

How One-Price-to-All Won Orders 

ANY half-witted individual can sell goods, 
t\ if he'll cut the price. The test of the 
•a JL real salesman is selling a car at the price 
the manufacturer fixes. 

A school kid can sell a cut-price car. It 
doesn't take salesmanship. 

The salesman shows his salesmanship in the 
profit his sale wins. If it is the maximum 
profit he is A No. 1 salesman. That's the only 

You must face this price-cutting by your 
competition. Remember this — 

The car that is peddled around at discounts 
has no specific valuation in the prospect's mind. 

The man who gets a car at a discount is dis- 
turbed by the fear he still paid too much. 
That mental disturbance ends his chances of 
buying another car from the dealer who gave 
him a discount. 

The dealer must build up his business. He 
cannot plan for a single sale, alone. He must 
make and hold patronage. 

To do it he must inspire confidence in the 
buyer's mind. Shaving the price breeds abso- 
lute lack of confidence. To the prospect it 
isn't worth what it's shaved to, then — and it 
becomes a matter of getting more off. Then, if 
the purchase is finally consummated, the 
buyer is uneasy as to whether he ' touched 

That uneasiness results in his future purchases 
from other dealers. That is the rock that has 
ruined the business of dealers for other cars. 

"You Cut the Price and I'll Be 
Pretty Sore" 

A DEALER in a certain make of car, who 
once confided his experience to the writer 
was called to the office of a purchaser, whose 
close personal friend, he wanted to own a car. 

The dealer proceeded to close the friend. 
The latter asked for a discount. The dealer 
hesitated and thought a moment. 

The owner blurted out: "Don't you give him 
a discount. If you do I'll be pretty sore at you. 
You won't get me* digging up any more prospects 
for you. I paid you full price." 

The dealer gathered himself together in an 
instant and deftly got away from the discount 
talk and then closed the sale. 

The owner told him afterward that his sticking 
for the full price had been the point that sold 
his friend — the friend would not have bought a 
car at cut-price, because he had done so once 
previously and had received no service from the 
dealer. He wanted service with the car. 

The Dealer 9 e Profit /« a Premium 
Contistent with the Service 

EVERY dealer is asked to cut the price. 
The best argument that can be made in 
reply is that the profit allowed the dealer is the 
premium consistent with the service the dealer 
is required to give the buyer. 

The buyer would not think of buying a policy 
in a life-insurance company that had the reputa- 
tion of repudiating its obligations, being in- 
fluenced to purchase the policy just because 
the rate is lower than that obtainable in a 
company that pays its claims promptly and 
without question. 

Don't let price-cutting by competition bother 
you. They are cutting their own throats. 

And the wise dealer realizes this fact — for 
he knows that any business must perish unless 
the product it sells has a fixed, certain, one-price 

People don't buy uncertain values twice. 

So rest assured that competition's discount- 
giving will be the price-cutting dealer's own 

One- Price- to- All Give* Confident 
Bu»ineww /« Done Only on Confidence 

THE advantage the HUDSON dealer has over 
his price-cutting competitor is the advan- 
tage the great Marshall Field's store in Chicago 
has over a store where "you can beat them down" 
— where crooked business is practiced. We 
know we can't beat Marshall Field down, for we 
have confidence in their honesty. We thoroughly 
rely upon their judgment. We know the goods 
we buy are worthy the money we pay. 

True, we need not spend so much money at 
the crooked store. But having no confidence, 
we're liable to be tricked on the goods. And 
once our money changes hands, they won't 
give it back. 

So we buy at Marshall Field. For this 
same reason HUDSON dealers sell more cars — 
on the average than their price-cutting competi- 

That is the reason you are outdistancing com- 
petition. Confidence is the basis of all business. 
Price-cutting destroys it. You have earned a 
man's respect and confidence when you say 
"No, we don't cut prices. If we did we couldn't 
afford to give service on the car. " 

And confidence in you, in his mind, sells your 

The HUDSON In Britain 

The Sheffield Motor Co., Ltd.. 

Sheffield, England. Sept. 28. 1911. 
Messrs. The Rawlinson -Hudson Co. 

Dear Sirs— The HUDSON is the finest car that 
it has been my privilege to drive. You will be 
glad to learn my efforts have today been very „ 
'successful? I have actually sold one car and win 
take the order tomorrow for another. I have 
only just come in now from giving a trial. Please 
say when you can give delivery. I may sell a 
few more tomorrow. 

v . „ Yours truly, ; 

A. Barnes. 

The great gathering of HUDSON Dealers at Kansas City, Mo. There were twenty-six present 

Digitized by 



Talk Howard E. Coffin; 

Sells HUDSONS Quickest 

HERE is a story that splendidly illustrates the 
impressiveness of Howard E. Coffin's name 
in the eyes of every prospective owner of a 

A dealer in the West, at the moment Ad- 
vertising Manager C. C. Winningham stepped 
into his sales room, was working with a prospec- 
tive buyer. The buyer was sitting in the 
driver's seat. 

He plunged the dealer into technical details. 
There were some tiny things that needed deep 
understandable explanation. The dealer found 
himself engaged in the task of selling a large 
variety of different parts on the car. He found 
he was convincing the visitor piece-meal. At 
this unnecessarily slow pace closing the sale 
would occupy the greater part of the day, if he 
succeeded in closing the sale at all. 

Finally, after a long technical discussion, the 
dealer pulled up, out of breath. Instantly the 
buyer shot another technical query at him. 

The Effect of Mr. Coffin's Career 

THE dealer glanced at Howard E. Coffin's 
photograph on the wall of the sales room. 
He didn't answer the buyer's latest query. 
He simply pulled him out of the car, led him 
over to Howard E. Coffin's photograph, and 
commenced to tell him who Mr. Coffin is. 
He told him the five famous cars Mr. Coffin had 
built — how they were the marvels of the times — 
how some of them were being sold today as 
leaders in their class — he told him of engineering 
honors that had been bestowed on Mr. Coffin 
by the world's engineers — he told the buyer 
that Mr. Coffin is the world's greatest auto- 
mobile builder. Then he proved it. 

From the moment the dealer talked 
Howard E. Coffin he began welling a unit, 
instead of hundreds of units. Instead of 
selling many parts he was selling a single, 
finished, ready-to-run automobile. 

In fifteen minutes of telling who Howard E. 
Coffin is he had sold the car. The man's name 
was on the dotted line. 

The Standard Oil Company's Idea 

MAXIMUM sales efficiency — hence maximum 
profits to the dealer and his salesmen — as 
certainly depend upon a standardized selling 
talk as it is certain the sun will rise tomorrow. 
For telling prospects the facts about Howard 
E. Coffin and his latest car mean every word a 
salesman says carries treble weight. For every 
prospective buyer of a HUDSON knows some- 

thing of Howard E. Coffin and the fact that he 
is the world's greatest engineer. It is a widely 
advertised fact. 

That is the advantage of standardization. 

The Standard Oil Company some years ago 
were suffering a leak of half a million dollars 
in their stables for their horses. 

They hired an expert investigator to run it 
down. He found that in feeding horses, some 
stable foremen fed each animal anywhere from 
three to four to six quarts of oats a day. A 
scientific investigation was made and it was 
found that each animal could do best work with 
just 5 quarts. 

The discovery stopped up a half a million 
dollar leak. That money became pure profit, 
for they had standardized feeding. 

HUDSON Dealers All Standardizing Selling 

HUDSON dealers in all sections of the country 
are now, with excellent results, standardiz- 
ing the means of selling the HUDSON. 

They are telling of Howard E. Coffin's wonder- 
ful engineering genius and the .buyers are being 
convinced in greater numbers. 

The spirit of enthusiasm that is being aroused 
by the discovery that this is the best way to 
discuss the New Self-Starting HUDSON "33" 
with buyers is having an effect that is remark- 

All business is done on confidence. Con- 
sider the things you buy for your own use. 

The moment strong confidence in Howard E. 
Coffin is felt by the prospective owner of a 
New Self-Starting HUDSON "33," that moment 
the sale approaches the closing point. 


EVERY one of us in the big HUDSON family 
thoroughly appreciates how the enthusiasm 
of the man who owns a HUDSON is contagi- 
ous to every one of the owner's friends. 

We see evidences of it every day, when owners 
turn over names of prospects to us — and how 
the owners themselves often sell these prospects. 

Now then, the thing to do is to stimulate 
owners' enthusiasm to the highest possible 

Regarding parts, for instance — if the owner 
finds that he merely has to drive his car up to the 
garage, have the mechanic note the part neces- 
sary and have the car ready to drive that even- 
ing, perhaps, his HUDSON enthusiasm waxes 

warm. That's service, he says — and with that 
belief in mind he is the greatest advertisement 
the HUDSON dealer can have. 

It is a good deal different — and produces a 
different result — from that attained when the 
owner of another make of car wrote the factory 
a thousand miles away and got his part or 
parts in ten days. Then he had to wait for the 
mechanic to put those parts in place. 

A week's cold water was thrown on the 
owner's sales- generating enthusiasm. He 
turned over no sales for that make of car. 

There is no need to urge any HUDSON 
dealer to keep his stock of HUDSON parts up to 
the minute and complete. Also it is a good 
idea to lay stress on this in talking to prospective 
owners of HUDSONS. It is mighty convinc- 

IT shows him he is going to £et 100 per cent 
service for every dollar he invested in his 
HUDSON, because he can get any part at the 
dealer's. Quick-action is what owner's want 
and by giving them the best there is in us we 
are building for more sales among owners' friends. 

Here is a good idea. 

Notify every owner that he can get parts 
quickly by just driving to the garage, thus 
allowing him to get maximum service from 
the car because there is no lost motion. 
Lots of owners do not know this. It will 
be pleasing to them. 

Keep your repair parts stock up — it is a sales- 


TH E infinite care the factory takes in 
paying particular attention to every point 
of the manufacture of the New Self-Starting 
HUDSON "33" has its counterpart in the 
inspection system that for comprehensiveness 
is unparalleled in the industry. 

Take for instance the final inspection of the 
HUDSON. Every New Self-Starting HUD- 
SON "33" just before the sealing up of the car 
in which it is shipped, is given a final rigid 
inspection to ascertain whether the equipment is 

As nearly as human precaution can govern, the 
New Self-Starting HUDSON "33" is 100 per 
cent O. K. when the car in which it is shipped, is 
finally sealed. 

As far as is known, no other automobile man- 
ufacturer will bear the burden of the cost of an 
inspection in the car. It is the dealer's pro- 
tection against the receipt of cars with equip- 
ment and details missing. When a carload of 
HUDSONS reaches you, you are insured 
against such conditions by this inspection in 
the car. 

Dealers From Surrounding Territory and Factory Men at the Salesrooms of the Phillips Automobile Company, St. Louis 


Digitized by 




THE Northwestern Garage & Storage Com- 
pany, Kansas City, Kansas, is responsible 
for an effective selling book that has just recent- 
ly been issued by them. 

The book is full of meaty, concrete, interesting 
features, one of which is a number of photographs 




The Car Thar 2.(MM) 

Mil MIK*IH«l*IHt\ i.\K \« 

Failed to Ciet. 



1 \N|t sl.lRV.J < <>. 

of owners and their HUDSON cars and below 
the photographs are given facsimile letters from 
owners of the identical cars that are shown. 
Each photograph and the letter pertaining to it 
occupy a page. 

The two page advertisement shown here is 
an effective advertisement of the HUDSON 
"33" and is one portion of this book. The book 
is the answer on HUDSON service and dealers 
will find it will be inspiring to them to look it 
over. * In last week's TRIANGLE, the author- 
ship of the book was erroneously credited to the 
Albertson-Boyd Company, Kansas City, Mo. 
It should have been the Northwestern Garage 
& Storage Company. 


GEORGE B. KIMBALL of the Henley- 
Kimball Company, Boston, was a visitor 
at the HUDSON factory. He had a pleasant 
chat with Mr. Stubbs of the sales department and 
reports the HUDSON outlook in Boston as 
especially gratifying. 

ET. JONES, of the Jones Auto Company, 
• Akron, O., was also among those who called 
at the factory within the past few days. Mr. 
Jones is doing a great business on HUDSON 
cars in Akron. To use his words, "The easiest 
thing I do is to sell the HUDSON." His son 
will some time develop into as great a salesman 
as his father. 

FRED A. GROVES, Vice-President and 
Treasurer of the Southeast Missouri Motor 
Car Company, Cape Girardeau, Mo., spent a day 
at the factory and reported good conditions in 
his section. Mr. Groves is a strong HUDSON 
enthusiast. He finds in his territory that his 
discount-giving competition is sending buyers 
to him for their second, third and fourth cars. 
He says the man who gets a discount, owing to 
lack of confidence, scarcely ever buys another 
car of the dealer who peddles cars at discounts. 

MR. GOURES of the Union Garage, Lansing, 
Mich., paid a visit to the factory within 
the last few days. His enthusiasm over the 
HUDSON aptly echoes the public's feeling 
toward the car in Lansing and vicinity. 

KM. ANDREWS, one of the officials of a 
• large gas engine manufacturing concern 
at Warren, Pa., and also the HUDSON dealer 
in that territory, spent an enjoyable day at the 
factory. He reports conditions in his vicinity 
better this year than for several previous years 
and his sales of the New Self-Starting HUD- 
SON "33" will unquestionably increase accord- 

Gratifying Approval Greets Idea of 

Interchangeable Magneto Equipment 

DEALERS in all sections of the country have 
welcomed the decision of the factory in 
adopting the Splitdorf and Bosch magnetos as 
interchangeable equipment on the New Self- 
Starting HUDSON "33." 

For a long time Howard E. Coffin and his 
board of engineers had been looking for an 
American made magneto that they could give 
their approval — a magneto the HUDSON Motor 
Car Company could stand back of every minute. 

Precautions had to be taken in choosing Mag- 
netos. Howard E. Coffin and his engineering 
department after exhaustive tests determined 
that the Splitdorf and Bosch were possessed of 
efficiency that granted them places as inter- 
changeable equipment on the HUDSON. 

This year's Splitdorf is a great magneto — the 
greatest that factory has ever turned out. The 
Bosch is, we all know, equally deserving of 

The Tettt the Magneto* Were Given 

■ What Howard E. Coffin has to say on this 
matter is interesting, for probably no other man 

is qualified to give decisions that are automobile 
law, as he is. Here is Mr. Coffin's statement: 

"No part or accessory goes into our latest 
car if it is not 100 p er cent right from an 
engineering standpoint. Remember that. 
Both makes of magnetos have our O. K., 
or they would not be on the New Self- 
Starting HUDSON "33." In several thous- 
ands of tests both these makes of magnetos 
were found correct in results. And we gave 
them tests so rigid — tests that they prob- 
ably never meet in hands of owners — that 
the magneto on the New Self-S^tarting 
HUDSON "33" that you sell today we 
absolutely guarantee." 

The ratification of the decision by dealers was 
gratifying to the officials of the HUDSON Motor 
Car Company. It shows a spirit that is bound 
to succeed in making every HUDSON year a 
bigger year. 

It again echoes the thorough confidence that 
HUDSON dealers have in the men behind the 
New Self-Starting "33." 


FRIDAY, the thirteenth *of October was 
not a hoodoo this year — that is, not a 
hoodoo for HUDSON dealers. Not that there 
is anything supernatural about selling the New 
Self-Starting HUDSON "33," but it just hap- 
pened to break that way for there is a steady, 
persistent, never-let-up demand for the car 
regardless of omens attached to any specific day. 

Several HUDSON dealers took the trouble 
to let members of the Big Family know that the 
sales kept up at the same rapid pace despite 
the fact that it was Friday, the 13th of the month. 

One inspiring telegram reached the factory 
from the HUDSON Sales Company, Los 
Angeles, Cal. It is worth while reading through : 
Hudson Motor Car Co., Los Angeles, Cal. 

Detroit. Mich. 

Please ship immediately carload three touring cars 
three roadsters. On Friday, the thirteenth of October, we 

sold eight cars locally and closed ten car agency Santa 
Barbara. It was our record day. Hudson Sales Co. 

How were things on your Friday, the 13th? 
Write and tell us. 


It is interesting to know that a model "20" 
HUDSON car over two years old, recently 
beat a 1912 O-; — "30" roadster in a 10 mile 
race at Hot Springs, Ark. 

The HUDSON had already traveled over 
50,000 miles but will still do 52 miles an hour. 
The 10 miles was done in 13:05. 

Thousands of people who saw the races went 
wild when the HUDSON won. No special pre- 
paration was made other than a slight tuning up. 

The race merely teaches a moral — the life- 
time endurance of any car that Howard E. 
Coffin builds. 

Salesmen Can Now Get 

Individual Copies of the Triangle 

reception that was little short of wonder- 
ful. The editorial staff of the TRIANGLE is 
highly elated at the hearty spirit accorded its 
various sentiments of the first issue. 

One of the notable things about the first 
issue was that a large number of salesmen for 
dealers in all sections of the country wrote the 
TRIANGLE, asking that their names be 
placed upon the mailing list. The single copy 
that reached their show rooms, they said, was 
quickly "devoured." They asked for individual 
copies for themselves alone. 

Consequently — just before going to press — we 
are inserting this announcement to let all sales- 
men understand that each man is entitled to an 
individual copy — for himself alone — the copy 
to be delivered at the place of the dealer for 
whom he sells and it will bear the name of the 

If this is satisfactory to you;— and you did not 
write us previously — mail this coupon tonight 

Hudson Motor Car Company, 
Detroit, Mich. 

Enter my 'subscription for a year for the HUDSON TRIANGLE. There is to be no 
charge for this. 



Dealer's Name Address 

Digitized by 


Dealers Who Seized the 
Main Chance 

ONCE upon a time Des Moines excom- 
municated the form of city government 
most of us do or do not enjoy, as the case 
may be. 

Politics is the greatest of news makers. 

With the commission form of government 
ruling Des Moines politics is said to have been 
eliminated, that is Lafe Young said this — Lafe 
being the Des Moines publisher who has every 
possible condition, thing, a germ and human in 
Iowa indexed and cross-indexed in his mind, 
that is as it pertains to every other thing, condi- 
tion, germ and human in Iowa. 

You can gather from this that Lafe is up on 

So when politics and news were deported from 
Iowa, Lafe voiced the sentiment that now that 
the city hall could be covered by the copy boy 
from the telegraph desk, he calculated they 
had better transfer the shark at the city hall to 
the vicinity of wherever a certain Bill Mover was 
stirring up a story-a-minute. 

The fact is that Bill Moyer is to Des Moines 
what the city hall is to other towns — from a 
news standpoint. 

Multiply What We Say Here by Six— Then 
You'll Know Bill Moyer 

C* OR, be it known, Bill is the original, the 
■> dyed-in-the-wool, the great and powerful 
News Maker. Please multiply that by six, then 
you'll understand Bill better than 8-point Light 
face type can tell. 

Bill makes News to order — that is News that 
helps him sell HUDSON cars. Understand us, 
Bill is not in the News Manufacturing business 
because spotlights are fascinating. 

How Bill Doe* It— The Whole Secret of 
Catching The Newt Germ 

BILL will turn around in his chair quick — 
likethat— and he'll see the germ of a hot 
story sneaking up under his chair. Bill will grab 
that there germ, fatten him up, nurse him, have 
the wrinkles planed off, dress him up and sit him 
up in a chair in plain sight. 

Then Lafe Young's ex-city hall shark will walk 
in, gaze at said burly germ, gasp, snort and give 
other magnificent indications of having stumbled 
onto the biggest news scoop of the day. Then he 
will subtly extract from Mr. Moyer the details 
that furnish the body of the story. 

That day or the next day Des Moines is as- 
tounded, enthusiastic or grateful at the long 
front page article that carefully tapers down to 
Bill's dear friend germ, thence to a strong, subtle 
exposition of the valuable points about Howard 
E. Coffin's car. 

Thus Bill Mover is caring for the newspapers 
in the place of the politicsless city hall. 

The E. T. L. A. Young Woman Who Wat 

Gallantly Retcued in Her 

Harem Skirt 

A YOUNG woman — good looking young 
■**■ woman, easy to look at and all that sort of 
thing — turned a corner at the intersection of two 
Des Moines, Iowa, streets some time ago. 

There was nothing especially astounding about 
that fact — that is there would have been nothing 
astounding about it if Des Moines were Con- 
stantinople, for from the amazed viewpoint of 
Des Moines folk this e. t. 1. a. individual wore 
nothing less — or better put, nothing more unified 
than a rascally harem skirt. 

He Has Taken the Place Formerly 
Occupied by Politics 

Well you may imagine Des Moines horrifica- 

There was a rush of married men — buyers of 
touring cars — to the spot. In a moment a glad 
mob seethed about her. 

This seething attracted the traffic squad for 
that section of Des Moines and he, dutifully — 
we feel confident, not curiously — assumed the 
expression of a cop about to effect a "pinch." 
An instant before the hand of the law had gripped 
its victim, an automobile had turned the same 
corner. The driver took in the situation at a 
glance, tunneled his way through the crowd and 
amid more gleefulness endeavored to rescue the 
lady in the harem. 

And he did. And drove her away from the 
spot in a HUDSON touring car, thereby thrust- 
ing Howard E. Coffin's latest car into the Des 
Moines spotlight for fair. 

Don't Let On We Told You About the 
Harem Skirt Story 

* I * HE papers all printed the story with stress 
■"■ upon the fact that Bill Moyer in a 
HUDSON car rescued the lady. Yes, cross-our- 
heart, the rescuer was Bill. It was so nice of 
Bill that women old enough to know appreciated 
his courtesy, even if the harem lady happened to 
be a perfect stranger — and we cannot say just 
exactly how many HUDSONS these-old-enough- 
to-know ladies sold their husbands in Bill's be- 

And we couldn't exactly say how these hus- 
bands were in the herein described glad mob. 
You see how it "works. 

But confidentially now — don't ever let this 
go any further — have we your absolute word of 
secrecy? Well then, if you'll promise you'll 
never breathe a word of it, we'll tell you the 

The whole darn yarn was thought up ahead of time by 
Bill. He waa peeking around the corner when the traffic 
squad started toward her. That was his cue. Then he 
came up and rescued her. That's the way he makes news. 
But don't you ever let on you heard it from us, anyhow. 

Bill Hat Jerked the Rope Ever Since He 
Joined the Family 

* I * H U S, gentlemen, may we introduce to 
A you that unmatchable Maker of News, 
that keen, dynamic salesman — William E. 
Moyer, President of the Moyer Automobile 
Company, Des Moines, Iowa. 

And gentlemen, the factory can work 64 hours 
a day, with Bill working only 8 and the factory— 
which is nothing to its discredit, but simply to 
Bill's credit — can scarcely build cars as fast as 
Bill exchanges them for $1600 checks. 

This has been the condition ever since Bill 
joined the big family. Mr. Moyer is without a 
doubt one of the greatest automobile salesmen 
in this country — not only that but he is a great 
handler of salesmen. He is a sales general. 

He has a large number of dealers under him. 
He can always sell his maximum number of cars 
and outstrips every competitor. No one else in 
Des Moines or that territory sells the cars that 
Mr. Moyer does — no other dealer in that section 
makes 100 per cent of his buyers close friends 
the way Bill does. 

Most of them call him plain Bill. And it suits 

The Way the Farmer Enthuted Over the 
HUDSON at BilVt Instigation 

'T* H E first thing the writer heard when he 

A stepped off a Rock Island train in Des 

Moines the big day of this year's state fair was 

a reference to automobiles by a group of farmers. 

Quite naturally — for Bill had them educated 
well — the next thing they talked of was the 
HUDSON. That afternoon that same group 
was waistdeep at the state fair in the excitement 
of contemplating the purchase of HUDSONS. 

Bill had the best exhibit at the fair. He had 
the crowds with him, for the words Moyer and 
HUDSON are synonymous in that section of 

The agriculturalists certainly enthused over 
the Moyer Automobile Company's exhibit. 
How many cars were sold there and how many 
sales were started there is hard to tell— but it 
paid and paid big because the HUDSON exhibit 
was the big thing at the Iowa State Fair. 

And for that the big family owes its thanks 
to BUI. 

Bill't Leiture it Spent Detecting Foreign 
Subttancet on Iowa Roadt 

AND another thing, we almost forgot, 
**> Bill is mixed up in the famous Good Roads 
movement in Iowa. That is, more carefully 
speaking, Bill it the good roads movement in 

Whenever there is an automobile discussion, 
a discussion on roads, persiflage as to the news- 
papers, Bill stretches himself head and shoulders 
over every other dealer in Des Moines as an 

Whenever he has a little leisure in his show- 
rooms he will go out and endeavor to detect 
foreign substances — things that don't belong 
there — on Iowa's roads. This is his pastime, but 
it ties up well with his vocation, for every motor- 
ist loves a good road and Bill Moyer being the 
source of good roads, every owner naturally 
loves Bill. We may have, in our enthusiasm, 
stretched it. But you'll forgive us if you know 

Actually, fellow members of the big family, 
unless its Bill's plain generosity we can't quite 
see how his competitors pay their rent. 

Bill and the big family both seized the main 
chance when they spliced. Bill, you're our 
kind! Put it there! 

Digitized by 




BEFORE the writer of this article joined 
the Big Family he became acquainted 
with Sales- Manager E. C. Morse in 
St. Louis. 

The writer felt peevish — the train had arrived 
several hours late, reaching St. Louis by way 
of Kansas, it seemed, and things generally were 
in a chaotic state. 

The mental attitude of the writer was much 
like that of the man, who before coming to an 
automobile sales-room, fortifies himself against 
the dealer's salesmanship. 

"I want you to meet Mr. Morse, the HUD- 
SON sales manager," a friend informed the 
writer glancing toward a man coming across the 

When he was 15 feet away I noted that 
thousand-dollar smile; when he was 10 feet away 
my morning peevishness was beginning to 
vanish before that million-dollar smile — and 
when I shook hands with the man behind the 
smile, I felt genial enough to buy the hotel 
from him. 

I had met him with an open mind — what is 
pyschologically known as a warm, genial mind. 

The Biggest Factor in the Sale of 
Cars — An Open Mind 

AND that is one of the biggest factors in 
selling automobiles. You can produce an 
open mind in a prospective automobile buyer 

by a lengthy talk — and by a myriad of other ways. 

But the short cut is the smile. 

And added to thai is courtesy, kindness and con- 
sideration in every word and action. 

With the exception of the purchase of a home, 
probably the biggest purchase of the average 
man's life is an automobile. 

Therefore an open mind is the easy, quick 
way to the sale. 

How this Treatment was Given 
Its Severest Test 

r I 'HE hardest people in the world to make 
■*• an impression of any kind on, are New 

By way of giving the smile its most critical 
test, let us see how it works out on New York. 
L. R. Smith sells the NewSelf-Starting HUDSON 
"33" in New York. 

Here is his light on the smile and "being nice:" 

"He may be a nervous or fault-finding person. 
Never let him get at you first. Go at him with 
a grin and his troubles will diasppear like the 
dew on a sunny morn and keep him fixed. 
Give him the best that you've got after the 
money has been paid the same as before. Not 
long ago a man to whom I had sold five cars at 
different times came in and said: 'L. R., I hate 
to tell you what I'm going to do, for you have 
always been so d-m nice to me, but I'm going 
to buy a Brush or a Maxwell for one of our 
salesmen on the road. It is cheaper.' 

"I said: That's all right, but don't do it,' 
and handed him a cigar and we went over the 
matter together. By continuing to be 'nice' to 
him I got his order for a HUDSON." 

Courtesy That Brings Back the Or- 
ders — Smile Is Courtesy's 

THERE is no automobile organization in 
America that is so fired with enthusiasm 
as is the Big HUDSON Family. This is the 
mighty spirit with which the Big Family is 

And that enthusiasm, naturally, breeds 
courtesy, kindness and consideration. The 
very enthusiasm that the HUDSON dealer and 
salesman emanates breeds* the business-winning 

So let's all acquire a permanent smile — the 
kind that precedes courtesy and gives impetus 
to the natural goal — ordersl 


CC. ALSOP, of the Alsop Motor Company, 
• Richmond, Va., had things pretty well 
nailed down at the annual state fair of the state 
of Virginia, which was held at Richmond. 
His letter tells an enthusiastic story: 

"These cars came in Monday, Oct. 29th., and we 
were very glad to state, that we sold two out of 
three cars that we had on hand during the Fair, 
and expect to do a great deal of business from the 
exhibition which we gave. 

"The green torpedo model was absolutely the 
talk of the entire Fair. 

"The roadster which you sent us we were unable 
to display, on account of the Doctor to whom it was 
sold wanting the car the minute it was unloaded. 
We offered him a premium to give us the use of the 
car during the Fair, but he absolutely refused." 
"C. C. Alsop." 

Public Forces Erection of New Hudson Factory Building 

THE public's demand for the HUDSON 
has forced the erection of an immense 
new factory building to the main plant. 
r Considering the fact that ground was broken 
only a year and a half ago for the present factory, 
the public's welcome of the HUDSON may be 
said to be tremendously enthusiastic. This 

brings the total floor space of all factory build- 
ings up to 236,411 square feet. 

The new factory building — shown at the right 
side of the picture — is 530 feet in length, 60 feet 
in width and two stories in height, comprising by 
itself 63,600 square feet of floor space. 

Work on the new structure is being rushed 
and the date of completion is scheduled for 
December 15. The fact that HUDSON dealers 
in all sections of the country could not secure all 
the 1911 cars they needed was the reason the 
construction of a new concrete and steel factory 
building was necessary. 

At the Right is the Immense Wing that is added 

Digitized by 





THE genius of Sid Bolton, of the Bolton 
Auto Company, Saginaw, Mich., is re- 
sponsible for a good follow-up idea that Sid 
found did the business and brought in the buyers. 
It is a good suggestion for every HUDSON dealer. 

Mr. Bolton had tour pnotographs taken, 
showing different views of his place. He had 
photo postcards made. Then he started his fol- 
low-up system. First he sent out a postcard 
showing the building occupied by the Bolton 
Auto Company, bearing the words "Automobiles 
and Accessories — Wholesale and Retail." 

Next his prospects received a post card photo- 
graph of his storage room bearing the words, 
Bolton Auto Company — Storage Room— $5 a 
month." Following this was an exceptionally 
fine photograph of the salesroom. At the top of 
the card was the word "HUDSON" and below 
it "Bolton Auto Company — Salesroom." It 
was a subtle hint to come see Sid. 

Then followed the fourth of the series. There 
is something fascinating about a photo of a place 
you have probably seen and it is related that 
prospects were wont to inquire of their wives 
when they came home to meals, if the postcard 
from the Bolton Auto Company had come yet. 
That the idea brought the business is evidenced 
by the fact that the Bolton Auto Company sells 
twice as many HUDSON cars in Saginaw and 
vicinity this year as were sold the previous year. 
Let's all take Sid's tip. It's a proved winner. 


WA. FOSDICK, manager of the Hudson 
• Motor Sales Company, the HUDSON 
dealers at Dallas, Texas, is responsible for about 
as convincing a folder as it has been the writer's 
good fortune to read in some time. 

And the great beauty of the selling plan is that 
the whole advertisement is written by the owners 
themselves — so that it is the last word in con- 

On the front page are the words: 

ERS' STANDPOINT. That's exactly what 
prospective owners want to know, isn't it. And 
that is what the prospects are given to read, for 
the folder — which has six folds — comprises the 
experiences of owners of the HUDSON. It tells 
how, in many cases, not a dollar had been spent 
for repairs — and in every case, of the magnificent 
satisfaction the New HUDSON "33" is giving. 

The advertising department at the factory 
contributes this idea: In a type box on the front 
page of such a folder — if you decide to get one 
up — set the names of the owner's whose exper- 
iences are inside the folder. Then set the name 
of the town from which each owner hails in 
black face type at the top of each letter. This 
is merely a suggestion. 


/L HUDSON dealer, who has found very 
■^^ effective the plan we are about to tell you, 
contributes this good idea: 

Go to the County Automobile License Bureau 
or City License Bureau and each week or each 
month collect the names and addresses of people 
who have taken out licenses of other cars six or 
nine months previously. 

Just at the present time, then, these people's 
cars will have commenced to give some trouble. 

A series of good stiff letters to them on the 
HUDSON will be productive of results. 

This gives a large number of good prospects 
to work on, many whom you know are car buyers 
and many who can be solicited upon the basis of 
selling their cars for them. 

It is stated that this plan has worked out well 
and in addition to merely sending out letters, it 
may be a good idea to send them your list of 
HUDSON owners and also perhaps the HUD- 
SON catalog. 

A Sweeping Free Offer to 

All Members of The Family 


VERY distributer, every dealer, every 
agent, every salesman, every repairman 
— every man connected with any part of 
the HUDSON organization — will make more 
money for himself by making the HUDSON 
TRIANGLE his bible on selling the New Self- 
Starting HUDSON "33." 

For it is a dynamo of ideas — every point that 
will help your work and make it possible to make 
more money will appear in the HUDSON TRI- 
ANGLE. A comprehensive system for gathering 
valuable information for you is in full swing. 

Increase the Others Selling 

ALL members of the Big HUDSON Family 
are anxious to increase each other's selling 



D. STUBBS, until recently Eastern Dis- 
trict Manager, has recovered from an 

operation which took him from his work several 

months ago. 

He has been called into the factory offices as 

a member of the sales department and will 

travel only when especially urgent matters 


Mr. Stubbs, who has had many years of 
automobile experience joined the HUDSON 
Motor Car Company May 1st, 1910. There 
are many matters in the sales department that 
will come under Mr. Stubbs' direction. His 
Eastern friends will be glad to know he is back 
in the harness again after his recent illness. 


The Combative Buyer 99 - 

The first of a series of vital selling articles, "The Combative Buyer" appears 
in next week's TRIANGLE. Each week will show how certain types of buy- 
ers are sold HUDSON cars. Don't miss this series. Remember next week — 
"The Combative Buyer". 


efficiency. For every time a HUDSON car is 
sold it increases its prestige and that helps all 
others to make more money. 

Hence the TRIANGLE wants to ask you to 
see to it that every distributer, every dealer, 
every salesman, every repairman — every man 
connected with the HUDSON selling organiza- 
tion takes advantage of this offer. 

The TRIANGLE, at the request of any dealer, 
extends this complimentary service, without 

A separate blank was wrapped in this number 
of the TRIANGLE for this purpose. Please 
utilize it today so that no one whomjyou want to 
read the TRIANGLE weekly will miss the next 


CLARK M. BABBITT, a man who is ex- 
ceptionally well posted on automobile 
affairs and one who has had a wonderfully wide 
range of motoring experience, has just been ap- 
pointed Eastern District Manager, succeeding 
D. D. Stubbs who has been called into the sales 
department at the executive offices in Detroit. 

Mr. Babbitt has, during his automobile ex- 
perience, personally owned twenty-nine different 
motor cars and this experience, along with the 
fact that he has been a member of four Glidden 
tours, vouches for the benefits that are to accrue 
to dealers in the eastern district as a result of 
contact with him in aiding them sell the New 
Self-Starting HUDSON "33." 

Eastern dealers who visited the factory and 
met Mr. Babbitt before he officially assumed his 
post are enthusiastic over the fact that he is to 
have charge of their territory. 

Digitized by 


Dealers Who Seized the 
Main Chance 

STRETCH your imagination to the vicinity 
of Lawrenceville, 111., pick out 240 
consecutive acres of good Illinois corn 
under water and you have stumbled onto the 
impetus that shot sales of the New Self-Starting 
HUDSON "33" up this fall— and which, in- 
cidentally will keep shooting them up all winter 
and spring. 

That submarine maize is responsible. 

You take some farmers and first thing you 
know they'd have let the corn stay submarined 
and gone fishing, believing that you can't 
control the weather — perfectly true. 

But you can have two businesses, can't you? 
Sensible idea. 

And that is exactly what the owner of the corn 
who is the hero of this story, had. 

And as soon as the fact that the corn was 
going to remain in retirement for a few days 
became vividly apparent he built himself a 
new $25,000 salesroom and garage and began 
looking around for excitement. 

The Quick Step that Double-Crossed 
The Submarined Corn 

JUST to give you an idea of what kind of a 
man you have to secure a mental grasp 
upon, we will tell you that one time our hero 
spoke to District Manager Walter Bemb about 
the HUDSON agency in his vicinity. Walter 
estimated that there need be no especial hurry, 
and che Lawrenceville man agreed with him 

But just the same he boarded the next train 
to Detroit and re-entered Lawrenceville with the 
agency contract in his coat pocket. He told 
Walter the early bird catches the worm and 
Walter made a mental reservation that some 
HUDSONS were going to be sold in the vicinity 
of Lawrenceville. 

But to return to the main line. With his 
mind on the reticent corn, our hero looked around 
for a good salesman. In less time than it 
takes to tell it he had stormed the city hall, 
and to the amazed wonderment of everybody in 
that section he had made a salesman of the 
mayor I 

Yes sir, he put him on the pay roll. 

He figured that would make the corn sit up 
and perhaps some of the ears would stick out 
from beneath the surface. 

The Man Who Hired the Mayor Is a 
Genius at Selling Cars 

THE mayor as salesman for the HUDSON 
attracted considerable attention. 

But let it be known, if you have not guessed 
it before, that A. L. Maxwell of the Maxwell 
Motor Car Company is himself one of the finest 
salesmen in the Big HUDSON Family. 

He is an organizer. He is one of the good 
whole hearted substantial sort of men that you 
can't meet every day. 

Ask some Lawrenceville man to whom the 
Maxwell Motor Car company has sold a HUD- 
SON. He will tell you that the Lawrenceville 
branch of the Big Family is the salt of the earth. 
And the Big Family adds its unanimous vote. 

What Happened Last Spring When 
Demand Exceeded Production 


r. Maxwell is not what we call dynamic. 
But in the final heat it is a better invest- 

ment to put your money on Mr. Maxwell. 

He Hired the Mayor 

Last spring demand for the HUDSON "33" 
oustripped production. Mr. Maxwell had gotten 
such a start against his competition that he 
didn't deign to look behind. 

Consequently the factory never caught up 
to him and when he came under the wire — by 
that we mean the finish of the 1911 selling season 
— it is needless to say the Maxwell Motor Car 
Company was way ahead in orders. So it had 
an extra good start on the New Self-Starting 
HUDSON "33" and its chief has forgotten there 
is any competition. 

Success— Selling Ability Plus Service, 

Plus the Best Mechanic in that 

Section — a Four Square 


MR. MAXWELL has made good in a big 
way with the HUDSON. He is selling 
cars as fast and faster than the allotment for his 
territory allows. 

There is not a selling opportunity that is 
overlooked. He believes that the s61id founda- 
tion for any business lies, not so much in its 
exceptional selling ability, but in service. 

So just to give you an indication of the way 
Mr. Maxwell does things up we will tell you that 
he has the best mechanical man in his territory. 

That is why he makes a friend of every man 
who does business with the Maxwell Motor Car 
Company. And allow us to further state that 
his enthusiasm is the 18 karat kind — solid to 
the core. He is the kind of man who won't sell 
a car he wouldn't pay his own money for. 

He believes in everything he does. He is a 
good man to know. 

He Is a Member of the Lists of 

"Availables" of Every Re- 

porter in the County 

WHEN a newspaper reporter the writer 
discovered this: 
In order to get news you've got to have a 
live, up-to-the-minute list of availables. 

Get a prominent clergyman, a few public 
officials, a capitalist, some railroad officials, a 
few hotel men, plenty of desk sergeants at police 

stations and a few others and you have a com- 
plete reporting equipment. 

When you come down to work at six o'clock 
in the morning, get your availables out of bed 
and you can get plenty of stories for the noon 
edition. If most of them were pretty sore on 
being awakened your stories ought to be good 
enough to live until the coveted afternoon 

On good authority, be it known, that "A. L. 
Maxwell" is the top of the list of "availables" 
of every reporter in that territory. 

You can see why. 

Any man who makes light morning exercise 
of hiring a mayor is naturally a storehouse of 
stories, looking at it from the newspaper men's 

What is the Basic Reason Behind 
the HUDSON Success? 

THAT is one of the reasons the HUDSON 
is a rapid seller, for it certainly has had 
the center of the stage spotlight in the Lawrence- 
ville territory. 

Mr. Maxwell is a student of advertising. He 
believes in going at it with a vim — the kind that 
makes advertising pay heavily. His success 
is due to Bulldog Tenacity, Absolute Determina- 
tion and for that trait he is in the T R. class 
— the Roosevelt division. 

The Big Family can extend itself a vote of 
thanks that one of its members is A. L. Max- 
well of Lawrenceville, the man who hired a 
mayor, for we do not think any other organiza- 
tion in this country even claims a similar feat. 

If the corn is still in retiring mood, we know 
A. L. Maxwell is still several laps ahead of 
production on the HUDSON demand he and the 
Big Family are creating. 


THE average HUDSON advertisement takes 
3 minutes to read. 
Sales come easier when a man knows 
every point that the factory is telling about its 
product, hence the best 3 minutes you can spend 
are the moments engaged in readingHUDSON 
advertising, in dovetailing your selling talk with 
the facts told there. 

HUDSON advertising is the latest news from 
the factory in every case — it echoes the great 
central ideas behind the New Self-Starting 
HUDSON "33" — and because of that point it 
is valuable literature to every man who sells 
the HUDSON. 

Then you are certain of your ground in dis- 
cussing the matter of buying a HUDSON with 
a customer — you know that you are laying your 
facts on in already-formed foundation in his 
mind. That treatment is most pleasing to the 
customer — he wants to know these vital things 
first-hand from you. If a man were merely to 
recite an advertisement he would have con- 
firmed certain points in the customer's mind. 

Also it has been found a good plan to read the 
advertisements of competitors — for it throws in 
relief in your mind the absolutely unques- 
tioned supremacy of the HUDSON in its posi- 
tion in the automobile world. It includes the 
ring of sincerity in talking to customers. 

So let's makv this a daily creed: 

Take 3 Minutes to Read HUDSON Ads. 

Digitized by 

Google ^ 




AM AN who had just finished a trip around 
the world establishing HUDSON agencies 
— H. V. Dodge, representing Markt. Hammacher 
the New York exporters — was an enthusiastic 
visitor at the factory this week. He reports that 
the old world received the HUDSON with more 
enthusiasm than is accorded some higher priced 
models of foreign design. It was Mr. Dodge, 
who with his brother, completed the HUDSON'S 
circuit of the globe. In each great city he 
secured the dealer of greatest prestige for the 

CA. FRITZ, the Zanesville, O., HUDSON 
• dealer swooped down on the factory this 
week and took away a New Self-Starting 
HUDSON "33" touring car with him. 

LOUIS GEYLER of the Louis Geyler 
Company, the Chicago agency of the 
HUDSON, had a pleasant visit at the factory. 
He said, despite his many years in the automo- 
bile business, the popularity of the HUDSON 
in Chicago astonished him. He came home 
from a tnp a week or so ago and found half-a- 
hundred or more people in his showrooms keenly 
intent upon the car. Mr. Geyler's enthusiasm 
is the contagious kind. 

JG. RUSSELL of the Russell Motor Car 
• Company, Parkersburg, W. Va., brought 
two prospective buyers to the factory this week, 
aiming to show them a few things that he 
could only tell them at Parkersburg. He had 
two orders before they left the factory. A trip 
and two sales in a day are pretty good, J. C. 

X/f R. SPAKE.theHUDSON dealer at Monroe- 
•*• * ville, Ind., was another welcome visiter 
at the factory. Mr. Spake went back home with 
a torpedo. 

COWAN RODGERS of the Rodgers and 
Company, Knoxville, Tenn., was a welcome 
visitor this week. Mr. Rodgers reports good 
conditions in his territory and the TRIANGLE 
is a bad predictor if HUDSON sales for Knox- 
ville and vicinity are not double those of last 

EN. BLOOD of the Toledo Motor Sales 
• Company, Toledo, O. He expressed plea- 
sure at the way things were moving in Toledo. 
His enthusiasm over the HUDSON is the index 
to the rapid HUDSON development of that 

"M"R. CARPENTER, salesman for the Strat- 
•*• * ton-Woodcock Auto Company of Grand 
Rapids, got some splendid selling pointers at the 
factory this week. The TRIANGLE expects to 
note the big bulge in the Grand Rapids mail 
next week. 


THE important information that you formerly 
received from the factory through the 
circular letters sent out from the factory will 
now come to you through the columns of the 
weekly TRIANGLE. 

This is done so that when you sit down to 
read the TRIANGLE you have every new 
development of the past week, pertaining to the 
New Self-Starting HUDSON "33" at your 
finger tips. That will be of assistance to dealers, 
agents, salesmen and all other members of the 
Big Family. It gives them the meat of the 
whole situation in a nutshell — if you welcome 
this system the weekly TRIANGLE wants to 
know it — if you don't the factory wants to know 

Dealers - Please Read Carefully ; 

Write for these Show Room Features. 


16 Exclusive 
and Advanced 
Features of the 

Self- Starting 

r*m* r rmrti- 
Dmtt r>.W- 

Hmmmi L CafAWa 

THE advertising 
department at 
the factory, has 
in your behalf had 
printed a new book 
entitled "SIXTEEN 
The features that a 

E respective buyer can 
nd in no other car 
are t o 1 d of i n t h is 
book. It is thorougly 
convincing and sums 
up in meaty, concrete, 
concise fashion talking 
points that the buyer 
immediately under- 
stands he can find in no'other car. They help 
to quickly clinch sales. 

This selling document should have a place in 
the showroom of every HUDSON dealer. 
Consequently, allow us to urge that you order 
the booklets right away — today. There is no 
charge for them and they will help you pull the 
orders across. 


TN this issue of the TRIANGLE you will 
■*• note the birdseye photograph of the factory, 
with the new building added. 

The impressiveness of this on the prospective 
buyer is quickly apparent. The latest and 
largest wing of the factory is crystallization of 
the way demand exceeded production last 
year, for it was necessary to build that extra 
building to meet the public's requests for the 
New Self-Starting HUDSON "33.* 

When this photograph was taken a western 
dealer was at the factory. "How about having 
one of those to hang in my showrooms," he 
asked. His desire for one suggested that every 
HUDSON dealer would want to grasp the 
selling advantage this dealer had seen. 

Consequently the advertising department 
secured some large handsomely polished oak 
frames — one for each dealer — and the framed 
pictures are waiting. The beautiful photograph 
and its splendid frame are several times larger 
than can be reproduced in the TRIANGLE. 
One of them is waiting for your order to send 
it on. Please ask about it today. 


THE book that 
became famous in 
automobile circles — 
the book that sold 
many, many HUD- 
SON cars is "WHAT 

In the past month 
dealers asked for extra 
copies. The first 
edition had been ex- 
hausted, so the adver- 
tising department 
revised it completely, 
changed the cover and 
the revised edition is 
going out now to 
those who made re- 
quests some time ago. 

A supply of these famous books is being held 
in readiness for your order. Please send it 
at once, so to insure against the second edition 
being exhausted — as it will later. 


THE quickest way to answer, respectfully, 
the man who asks for a discount is by direct- 
ing his attention to this card. It has done the 



W/wr Racing 
Cor.s Taught 

"DUYING an automobile 

■*-' at a discount i» like 
carrying fire insurance in an 
unstable company, because 
the premiums are lower than 
food companies ckarjfe. 

You sKoulJ buy something 
besides a car when you get 
an automobile. 

It ».« Serric* 
HUDSON iir«i« it faraiaDCit 
b«c*u*« t\xe fric« m tk* mm€ tt> alL 

So»ctf»«tk-«i fmt (h« .W HUDSON -)}" 

business for HUDSON dealers and they have 
requested a way of making it a permanent fea- 
ture of their showrooms. Use the coupon. 

Please Use This Coupon for Ordering— Mail It Right Away to Avoid Delay 

Hudson Motor Car Company, 
Detroit, Mich. 

Gentlemen — Send me the following Showroom Features, without charge, 
them to my best advantaeg. 



□ "WHAT RACING CARS TAUGHT"— Revised Edition. 

Mark x in Proper Squares. 

I will use 

Name of Dealer. 


Digitized by 


Factory Meetings Stimulate Self-Starter 

Enthusiasm to a Higher Pitch Than Ever! 

FACTORY members of the big HUDSON 
family acted as hosts to the men out on 
the firing line during the past ten days. 
One or more representatives from a large 
number of dealer organizations in every sec- 
tion of the United States were on hand for 
the conventions. 

And to-day as the HUDSON TRIANGLE 
is going to press the enthusiasm over the New 
Self-Starting HUDSON "33" is at a tremen- 
dously high pitch as a result of the meetings. 

The self-starter itself was the big topic at all 
the meetings. To cap the climax and make the 
sessions of the greatest possible benefit to all 
the dealers and their men, J. W. Fitzgerald, 
the man who invented the self-starter, was a 
daily visitor, and so thorough were his lectures 
on the self-starter that every man's enthusiasm 
was splendidly aroused. 

How The Men Quickly Learned the 
Knack of Correct Starting 

D EFORE each of the conventions were 
" brought to a close each man had seated 
himself in a car, and started the motor any- 
where from ten to fifty times without the use 
of the crank. This was done under the direc- 
tion of Mr. W. J. McAneeny, who superin- 
tended the conventions. 

One dealer who grasped the significance of 
these self -convincing methods appropriately 
stated : 

"It's all in the knack of doing it, same as 
there's a knack of driving a car right. The 
first car that was ever driven was not driven 
to its best advantage. And the moment a man 
gets the knack of starting correctly 98 starts 
out of each 100 is conservative" 

Convention Puts HUDSON in Uni- 
que Position in Its Field 

TH E New Self-Starting H UDSOX "33" rose 
to a new pinnacle in the minds of every 
dealer and technical man who attended the 

You know many competing dealers, who 
have alleged self-starters on their cars, have 
been compelled to soft-pedal the self-starter 
talk because their starters don't start. 

The moment that the convention of the Big 
HUDSON Family taught every man the knack 
of starting the car from the seat the greatest 
possible number of times, the New Self-Start- 
ing HUDSON "33" assumed a new, distinct 

It left the starters of competition way down 
the back stretch struggling with their compli- 

cated, weighty, much- wired devices, while the 
simple, fool-proof little starter on the HUD- 
SON is starting the car 98 times out of every 

You can quickly grasp the vast significance 
of that condition as applied to sales of the 
New Self-Starting HUDSON "33" during the 
coming months. 

It means that every HUDSON dealer now 
offers a bigger value than ever to every pros- 
pective buyer who walks into his store. Bigger 
values mean more cash profits. 

And that means you make more money this 

How the HUDSON Came to Adopt 
a Self-Starter 

NOW that the spark of warm enthusiasm 
has been fanned into a big life-size blaze 
it is appropriate that the HUDSON TRI- 
ANGLE relate how the New Self-Starting 
HUDSON "33" came into being. 

The idea first developed in the dining room 
at the factory when Advertising Manager C. C. 
Winningham declared he had decided to quit 
cranking his car. This was in January, 1911. 

Some of the officers caught up the idea as a 
possible improvement for the 1912 car, but 
Howard E. Coffin, who was present, declared 

One Group of Members of the Big Family 

Left to Right-^P. F. Smith, Grand Rapids, Mich.; E. F. Hubblet, Hawksboro'jgh. Pa.; H. T. Wilson, Lancaster. Pa.; J. D. Luke. Cattaraugus. N. Y.; 
E. B. Hess. Uniontown, Pa.; I. L. Saxton, Williamsport, Pa.: H. S. Morgan. Burlington. Vt.; Manager Benson, Syracuse, N. Y.; 

J. J. Boglarsky. J. H. Whittaker, R. W. Kelly. 

Digitized by 



that a great amount of experimental work 
would be necessary before a starter could be 
adopted. He was not sure that there was one 
that was thoroughly practical. 

It was only a short time before experiments 
with the many self-starters were begun. The 
experiments lasted almost up to the time the 
self-starter announcement was made to you 
and to your owners. 

Well, you already know the result. The ap- 
propriately simple Disco self-starter won out 
over starters that your competition is to-day 

Isn't it, then, a mighty likely thing that what 
happened within the past ten days is the index 
to the standing at the end of the 1912 sell- 
ing season — that the New Self-Starting HUD- 
SON "33" will have so far outdistanced com- 
petition that their comparative standing will be 
likened to the comparative efficiency of the 
self-starter that adorns their cars? 

The factory end of the Big Family knows 
that will be the result with all that enthusiasm 
generated from dealers and their men starting 
with the self-starter many dozens of times, 
under such instruction that they quickly caught 
the knack of doing it. 

Now that everybody has got the knack — and 
knozvs that he knows how to get the greatest 
possible number of starts, then 

Up go the orders for the New Self-Starting 
HUDSON "33"! 

How the Self -Starter is Working- 
More Letters Next Week 

FROM all sections of the country are coming 
splendid endorsements of the self-starter 
on the New Self-Starting HUDSON "M." It 
has been necessary to leave all but a few out, 
for lack of space, but next week more will be 
printed. Read these and re-read them : 


Dallas, Texas. 
E. C. Morse, 

HUDSON Motor Car Company. 
Mr. Pitcher has installed self-starter on our 
demonstrator which has run 4,000 miles. It 
has proven to us three things: It is sure. It 
is simple and fool-proof. We are delighted 
with it and consider it as a 50-per-cent addi- 
tion to the selling points of the car. 

Hudson Motor Sales Company. 

Bridgeport, Conn., Oct. 28, 1911. 
Hudson Motor Car Co., 
Detroit, Mich. 

Genti.Emkn — There is no lack of enthusi- 
asm with us in regard to the self-starter. 

We installed the first one we ever saw 
without any instructions except those that 
come with the self-starter. 

We demonstrated this car at the Danbury 
Fair to hundreds of people and without any 
difficulty and with most satisfactory results. 
li'e believe it is the best and most simple 
self-starter in the market today. 

VVe feel quite familiar with this device as 
well as other features of the Hudson car 
and are perfectly able to install the self- 
starting device as used on your car. 
Yours very trulv. 

The E. M. Jennings Co., 
E. M. Tcnnings, President. 

Hudson Motor Cars . 

Sioux City, Iowa. 
Hudson Motor Car Company, 

Detroit, Mich. 
Gentlemen— My starter is on the job all the 
time. The one great thing that appeals to the 
public is its simplicity, as one man said: "If it 
starts your car only half the time, it's worth 
the money because it don't cost anything ex- 
tra. It has been pronounced O. K. by all who 
have seen it and I am satisfied that it is the 
best starter on the market to-day. 

Yours very truly, 

H. A. Barr, Mgr. 


October 25, 1911. 
Hudson Motor Car Co., 
Detroit, Mich. 

Gentlemen — We exhibited three models of 
the new self-starting HUDSON'S at the North 
Carolina State Fair, held in Raleigh last 
week and while we expected some interest 
in the device, we never anticipated the gen- 
eral interest that was shown. 

Many cars were shown there using, electric, 

compressed air and other means of starting, 
but the crowds hung around our exhibit 
wondering at the simplicity and efficiency of 
the device. 

It was the one thing needed to make the 
HUDSON "3S" the most desirable car in its 
class, and will undoubtedly make for sales 
in this territory. 

We congratulate you. 

Yours very truly, 
E. B. Lyon Motor Car Company, 
James M. Black, Sales Manager. 

Bob Burman a Hudson Enthusiast! 


' (Signed) BOB BURMAN 

WHAT do you know about this? 
Bob Burman, who drives a foreign 
make of car in racing contests in 
every section of this country, is a HUDSON 

When he sat at the wheel of the HUD- 
SON in Grand Rapids he marveled at the 
wonderful noiselcssness of the motor, its 
remarkable features, and he wanted a HUD- 
SON for his own personal use. He was 
astonished at the simplicity of the car, and 

to make a long story short, Bob fell head 
over heels in love with Howard E. Coffin's 
latest and greatest creation. His enthusi- 
asm was spurred on by the splendid features 
of the car. He had never ridden in one 
before the day at Grand Rapids. The photo 
and the actual letter Bob dictated and 
signed tell the story. He ran the car all 
over Grand Rapids and vicinity to the as- 
tonishment of the natives who imagined 
Bob liked only the car he raced. 

Mail the Free Subscription Blank To-day; 

We We Holding Extra Copies of the Triangle. 

THE great majority of the subscription 
blanks that went out wrapped in the 
HUDSON TRIANGLE last week have 
been returned filled out. Fine ! 

At this end of the line we noted that most 
of the blanks were filled up completely. So 
just before going to press we have inserted 
an extra blank to be used in case there are 
more men in your sales-room or service de- 
partment than those listed on the blank last 

If there are, use the extra blank and write 
for another, if needed. 

The HUDSON TRIANGLE is the clearing 
house of ideas for HUDSON distributors, 
dealers, their salesmen and service men and 

Consequently, when you enter names on the 
subscription list of the TRIANGLE those 
names must be only those of your dealers, 
salesmen, service men or managers. 

These Ideas are for the Big 
Family Only 

IN order that ideas of value to you do not 
get beyond your own salesroom so they 
help you only sell cars, we are limiting the 
subscription list to distributors, dealers, man- 
agers, salesmen and members of the service 

Please bear these ideas in mind. When 
there is a bully selling idea in the TRIANGLE 
shoiv it to prospects — don't give him a copy of 
the TRIANGLE. That befogs the issue, for 
in the TRIANGLE are tips on the best ways 
to sell cars and other material that, of course 
is tremendously valuable to you only. 

We're holding extra copies of past issues 
of -the Triangle for all your men — dealers and 

Please mail the subscription blank, — if there 
are any more men in your organization who 
are not on the list — today. Do it right away; 
while there's a moment to spare. 

Digitized by 



Digitized by 

Google ^ 

Dealers Who Seized the 

ain Chance 

AND now — (you remember we were in 
Lawrenceville, 111., the corn country last 
week visiting the man who hired a 
mayor) — we have arrived in the famous coal 

Seeking the vortex of the bituminous swirl 
— for that is where the money, also, is — we 
strike Uniontown, the coal town, in Fayette 

Volplaning down the best street on which 
to sell high-class goods in Uniontown you 
collide with the original, fast- forever- dyed- 
in-the-wool friends of Old Fashioned Winter. 

You don't quite get our trend of thought? 
Very well. Consider this potent fact : 

The stiffer the winter, the higher the price 
of coal — naturally. Law of supply and de- 
mand. Hence more coin of the realm to 
Uniontown — the coal town. 

So Uniontown holds a Mardi Gras when 
the country's thermometer-batting average 
ties with Skagway — they hold a coronation for 
King Winter when he hammers the mercury, 
for any specified spot, down past 40 below 

They are the only people in the world, 
plumbers barred, who love Zeros. They 
almost wish the whole country had a tempera- 
ture zero for every square inch. 

For that is what increases dividends down 
Uniontown way. 

The Bearing This Zero Talk Has 
On the Subject In Hand 

NOW then mercurial Zeros increase^ the 
price of coal and give coal barons of 
Uniontown money to buy luxuries — but it does 
not increase their consumption of necessities. 

Well, in that you have the cause and result 
for the organization of the National Auto 
Company, Uniontown, Pa., by Dr. Hess,D. D. 
S. We must not forget to mention that D. D. 
S. stands for Doctor of Dental Surgery and 
the man who is the National Auto Company 
was once a dentist. 

He realized that Zeros were not a helva lot 
of good to him in the dentistry business, 
because dentistry is one necessity the human 
race dreads most. It is a compulsory necessity 
like castor oil. 

So. Dr. E. B. Hess ransacked his brain for 
some business in which it wasn't like pulling 
teeth to get the money. With his capital 
accumulated from tinkering with molars, his 
mechanical mind let him into the automobile 

Where we find him at this point in the 

Two Important Business Coups that 

Helped Make Uniontown 

Hudson Town 

SINCE that time he has been doing the 
right thing 7 days a week. 

The first thing he did was to seize the main 
chance- of the day, the HUDSON agency for 
that territory — and with that carefully seized 
and under lock and key he began stirring up 
some of the Zero-made currency in Fayette 

With a sufficient amount of excess cash 
accumulated the Doctor immediately made 
bold to build a new stage for the New Self- 
Starting HUDSON "33" and along about De- 
cember he will have his beautiful new sales- | 

Not Like Pulling Teeth, He Says 

rooms in the best section of Uniontown ready 
for the increased business that is due the fol- 
lowing months. 

These are the two important strides that 
bear notation in the career of Dr. Hess. To 
cap the climax he set up a service department 
that is second to none in that section of 
Pennsylvania — and when we say service we 
mean SERVICE! We intended saying it a 
little more forcibly by printing it in 60- point 
Bold Face Capitals, only our artistic printer 

Dr. Hess doesn't figure his work on a car is 
done until the owner has driven it with maxi- 
mum success for an entire year — that's his 
Sterling idea of HUDSON service and it's a 
wonder from a sales standpoint because he is 
sincere in it. 

The Best Driver in Uniontown is a 
Young Lady 

T HE best automobile driver in Uniontown, 
* or Fayette County is a happy, robust 
young woman who has owned a multitude of 
high priced cars. 

Some months ago Dr. Hess realized that this 
young lady, good driver that she is, was not 
getting as much enjoyment out of a car as she 

In fact, tire expense was considerable, too. 

Need we conclude by saying that today she 
is driving a \ 7 ew Self Starting HUDSON 
"33?" Yes, sir. fact; and she is wild with 
delight over her new possession. "Absolutely 
the greatest car, the quietest and the easiest to 
understand that I ever owned." is her way of 
expressing it. 

Well, may you imagine that this sort of 
enthusiasm is mighty contagious — it's "ketch- 
ing" and that is the sort of delight from 
Hudson owners in Fayette County that is 
turning the trick at a rapid pace — the HUD- 
SON is a great car and these good folks are 
happy to help popularize it, especially during 
zero weather when the dividends are on the 

The Why of Dr. Hess 9 Splendid 

HUDSON Success in 


THE Doctor is a fine salesman — he is quiet 
unassuming, his mind works with a snap 
and fire that each moment shoots a new reason 
as to why a prospective buyer should own a 
HUDSON, above every other car. 

A selling expert says the Doctor can guage 
a buyer with rapidity that is astonishing, that 
he can locate the point of attack with such 
celerity that he has completely outstripped his 
competition in his territory. 

He is not a big man, but he has a 100 horse 
power brain. Look him in the eye in the 
picture on this page! 

He has got every owner enthused over his 
100% service and the sales of the New Self- 
Starting HUDSON "33" will take a leap this 
year in Uniontown and vicinity that will out- 
strip any agency in that part of the U. S. A. 

The Doctor is a prince personally — he's the 
kind of a man you warm up to and wish you 
knew of something you could buy from him. 

(Yes, Doc, this is strictly on the level— 
you're too modest — that's our view.) 

You see the Doctor is personally very 
modest, but he believes the New Self-Starting 
HUDSON "33" is the automobilists one big- 
gest bet to-day — and he is certain it is the 
dealer's main chance. 

The Big Secret of the Doctor's 
Success Selling The Hudson 

AND here let us sum up for the benefit of 
" other members of the Big HUDSON 
Family just what traits of Dr. Hess are re- 
sponsible for his success with the HUDSON. 
First of all is the SERVICE. The Doctor 
believes that is the main theme in any busi- 
ness — actually secondary to selling. "Give 
them service," declares Dr. Hess, "and you've 
got the selling down to a correct point. Selling 
will be partly taken care of. Is there a better 
selling argument than a pleased owner? No. 
Then please the owners by giving them the 
best service you know. Then you've done the 
one best lick in selling." 

He keeps a complete stock of parts on hand 
at all times. All a HUDSON owner in 
Uniontown has got to do is to drive up to the 
National Auto Company, and he instantly gets 
the proper taste of HUDSON service. It 
makes him a permanent HUDSON owner. 

Another point — the Doctor is a quiet, like- 
able man. When he makes a statement about 
the car it is all meat. No platitudes in Dr. 
I Hess' solicitation. Maybe this is a relic of the 
dentistry days. His statements go home. He 
| is one of the keenest salesmen in the HUD- 
SON organization. 
! Nothing gets by him. If a prospective buyer 
j lets a remark fall that is a selling index, the 
' Doctor quietly slams out a home run. His is 
I subtle selling — backed up by a solid-to-the- 

core service department. 

I And that means the factory will have to 

' do every hundred yards in less than 10 

seconds flat to break the tape even with the 

Doctor, before the 1912 selling season is over. 

Doc, put it there ! The Big Family is happy 

to have you in a business in which getting the 

money isn't like pulling teeth ! 

Digitized by 

ing leein : 



PRESIDENT H. B. JOY, of the Packard 
* Motor Car Company, contributes this ad- 
vertising idea to the factory : 


Detroit, Mich. 

Hudson Motor Car Company, 
Detroit, Mich. 
Gentlemen: If you don't put an advertise- 
ment on your water tank, I'll take a day off 
and come up and do it for you. I've got 
some fine red paint. 

Every day I pass I look at that water tower 
and want "HUDSON" on it. 

Very truly yours, 
(Signed) H. B. Joy, President. 

So the water tank is going to be added to 
the advertising literature of the Self-Starting 
HUDSON "33." 

For Mr. Joy is irresistible. For instance: 
F. W. Dennis, a business friend of Mr. Joy's, 
wanted the best car $2,000 would buy. This 
was about a month ago. 

"Go get a Self-Starting HUDSON '33/ 
then," Mr. Joy ordered. 

And Mr. Dennis dropped in on Mr. J. H. 
Brady, the Detroit dealer, the next morning. 
He didn't have to be sold. Mr. Joy had sold 
him — the word of the Packard president was 
enough. It is enough for any prospect on your 
list — any prospect in any part of the United 

Tell this incident to the next one who comes 
in. Then pull out this TRIANGLE and 
READ it to him. 


A J. WILLS, the energetic HUDSON 
**• dealer at Lawrence, Mass. — who is also 
one of the crack drivers of Massachusetts — 
gave C. M. Babbitt, the Eastern District 
manager, a whirl at high life by touching 
only the high spots between Lowell and 
Lawrence in a mile a minute dash to catch 
Mr. Babbitt's train. 

At 5:36 Mr. Wills and Mr. Babbitt started 
for Lawrence, 12 miles away. 

At 5 :52 they were in Mr. Wills' garage at 

Mr. Babbitt caught the train. 

Mr. Wills is one of the finest drivers in his 
state. His Self-Starting HUDSON "33" does 
60 miles an hour for him. Going from Boston 
to Lowell the same day the incident related 
above occurred, Mr. Wills took Mr. Babbitt 
over the 26-mile stretch of road in 50 minutes. 

Mr. Wills is one of the most progressive 
dealers in the East. And his sound enthusiasm 
is selling the Self-Starting HUDSON "33" as 
fast as he and Mr. Babbitt passed the high 


Fort Smith, Ark., Oct. 20, 1911. 
Hudson Motor Car Company, 

Detroit, Mich. 
Dear Sir : 

A HUDSON car here was in a very re- 
markable accident the other day and it speaks 
well for the car. 

The owner was driving his "33" around the 
race track at the rate of fifty- four miles an 
hour. He had two friends with him when the 
car suddenly skidded, rolled completely over, 
righted itself and then ran into the fence and 
stopped. The occupants were thrown from 
the car but were not hurt. The most remark- 
able part of the accident was the fact that the 
car was then driven three miles to town. There 
was almost no damage done to the car at all. 
I wish to remain as ever, 

Yours very truly, 

O. W. Morgan. 


ONE notable thing that every HUD- 
SON dealer who visits the factory 
voices is the entire absence of trouble 
with the HUDSON. 

One dealer in one of the largest cities in this 
country told how when he was selling a certain 
$3,000 car he had to keep over half a dozen 
repairmen busy all the time at his garage in 
giving service to owners. He has now had the 
HUDSON agency for two years and, while he 

has sold several times over as many HUD- 
SONS as he sold $3,000 cars he has found it 
necessary to let all but one repairman go. The 
lone repairman is merely an emergency man, 
and the tiniest portion of his time is spent in 

In this connection is a mighty interesting 
letter from Rogers & Company, the company 
that is setting a rapid pace this year with the 
New Self-Starting HUDSON "33," at Knox- 
ville, Tenn. This letter is worth while : 



Gasoline Engine 

Knoxville, Tenn., 10-11-11. 
Hudson Motor Car Co., 
Detroit, Mich. 

Gentlemen — We are absolutely having no 
trouble at all with the HUDSON "33" me- 
chanically. We have over thirty of these ma- 
chines in our territory at the present time. 
Some of these have been run for a year, and 
we have not had to tear down an engine, a 
transmission, a rear axle for any adjustment 
or repair. 

Yours very truly, 

Rodgers & Company. 


IT takes a new man to find out the "why" of 
things. Often the older heads of business 
organizations get little or no impression 
from the praise of their product — it is like 
pouring water on a duck. They're used to it 

But at the factory it is an inspiring thing to 
talk to a new tester, or a new "rough test" man 
or some other new factory man. They find 
that only A No. 1 work goes. They find in- 
spection more rigid than they ever before ex- 
perienced in any other automobile factory in 
the country. 

Mr. A. N. Hill in charge of the employment 
department, voices his sentiment: "It is very 
common to hear the factory men, after they've 
worked here a while, say: 'No wonder the 
HUDSON gives no trouble in service. There's 
a good reason. Nothing ever gets past the 
inspection department.' 

"That's the way the general sentiment runs. 
Those men who come from other factories 
seem amazed with the severe tests cars are 
given here at the factory." 

Still Another Group of Members of the Big Family 

Upper Row Left to Right— Charles A. Adams, Scranton, Pa.; H. B. Chandler. Portland, Me.; A. B. Haworth, Terre Haute, Ind.; Chas. Tiffany, Pough- 

keepsie, N. Y.; H. B. Gray, Fort Plain, N. Y. Lower Row— M. R. Potter, Gloversville. N. Y.; Dayton A. Baldwin. Middletown, Conn ; 

Homer F. Goodrich, Boston, Mass.; W. H. Brownell, Utica, N. Y.; Walter F. Bimm, Rockford, 111 

Digitized by 




Los Angeles, Oct 24, 1911. 
3021 W. 12th St., 
Los Angeles, Calif. 
Hudson Motor Car Co., 

Gentlemen— About May 15th, 1911, I 
bought a Hudson runabout from your Kan- 
sas City agents (Boyd Auto Co). I was 
living in Kansas City then, having just 
moved into town from a farm in Missouri. 
I took three lessons in driving, never hav- 
ing had the pleasure of sitting in an auto 
previous to that time and on May 23rd my 
wife and myself left Kansas City for the 
East in this auto, determined to have a 

We crossed Missouri to St. Louis on 
very poor dirt roads and crossed Illinois 
to Terre Haute, Ind., on the so-called 
"National road," which at that time was in 
a miserable condition by reason of recent 
rains and the past driving of automobiles 
going to and from Indianapolis races. From 
Terre Haute we went to Indianapolis and 
north from there to Traverse City and 
Petoskey to Makinaw City, Michigan. Thence 
via Cheboygan and Harbor Beach to Detroit. 
Michigan. From Detroit we went around 
Lake Erie, via Toledo, Cleveland and Buf- 
falo to Niagara Falls, where we spent a 

From Niagara Falls we went via Rochester 
to Albany and north from Albany thru the 
Adirondack mountains to Lake Champlain 
over which we crossed on a ferry and came 
south thru the Green Mountains to Spring- 
field, Mass., where we again turned north 
thru the White mountains of N. H. to the 
Profile Mount, which we climbed via the 
three mile hill crossing the mountain at 
Profile House. I'll venture to say there 
are not many cars get up that mountain from 
that side where the same elevation is reached 
in 13 miles instead of 3 miles. We again 
went south and east reaching Portsmouth, 
N. H. and York, Maine, where we turned 
back for Kansas City which we reached Sept. 
25, 1911, having been traveling four months 
and two days. We covered in all 6285 
miles which we thought was some travel 
for verdant farmers in a new farm imple- 

As we had no money to throw away we 
kept careful account of our expenses and 

five you them herewith. We bought in all 
31 gallons of gasoline at a cost of $59.64. 
We made one run on New York roads of 117 
miles on 5 gallons of gasoline and whenever 
we were not climbing mountains or plowing 
thru hot dry sand in Michigan we felt con- 
fident and did run from 100 to 110 miles 
on each 5 gallons of gasoline. We paid out 
$12.82 for crank case oil at an average price 
of 15c per quart. We paid $10.55 for 
grease, which included cup grease, trans- 
mission and gear grease. 

We paid for garage storage at nights 

f 56.70. Now our repairs on the auto proper 
will itemize to you as we always had had 
the impression that the engine repairs would 
be more than a farmer could stand. 

$ .75 repair on Klaxton electric 
1.80 leaky radiator caused by 
rough Missouri roads. 
.25 to tighten a loose valve. 
2.70 for broken rear spring, 
broken at Dundee, Mich., 
on road that was being re- 
paired and forced onto a 
rock to get around. 
.25 for broken spark plug. 
1.50 for set of dry cells (6). They 
"shorted" and I bought 
another set for $1.50 which 
set I still have. 
.50 for new spark plug. 
.50 repair on rear fender. 
1.25 repair on speedometer. 

$11.25 total! 

Wishing you luck in building all your 
machines as good as this, I am, 
Ed. McDermott, 
3021 West 12th St. 


JEAN BEMB, who is at present spreading 
sunshine over the scenic wonderland of the 
Northwest is another to send the kind word 
down the line. Read his letter : 

"The house organ, the Triangle, is making 
a hit. More of this! Am using my camera 
more often now and I hope to be able to 
contribute f some pictures for the coming 
numbers shortly. I remain as ever — Jean. ' 

You members of the big HUDSON Family 
in the Northwest, let Jean's camera sweep 
you to fame in the livest automobile organiza- 
tion in America. 

Day is a high 
officer in the New York artillery and is one of 
the Big Guns of New York motoring circles 

SAMUEL S. TOBACK, general manager of 
The A. Elliott Ranney Company— the man 
whose generalship plays a big part in selling 
more cars than some factories build — also vis- 
ited the factory. Mr. Toback presides over 
the handsomest salesrooms in New York. He 
is the most successful manager in New York. 

MR. HUFFAKER, of Rowe & Huffaker, 
the HUDSON dealers at Jacksonville, 
111., came to the factory and took away a 
coupe. Mr. Huffaker says Jacksonville is one 
of the strongest HUDSON cities. The Big 
Family can see why this is so. 

W ARTHUR LATHAM, of Kankakee, 111., 
™ • member of The Big Family, was a vis- 
itor also. He is elated at the big HUDSON 
prospects in Kankakee and vicinity. He is a 
first-water enthusiast. As proof he bought a 
Mile-a-Minute Speedster and drove it home. 

MB. AULTMAN, the livest automobile 
• dealer in his section of Florida, came 
to the factory. While here the idea struck 
him that his territory would want more Mile- 
a-Minute Speedsters. So he entered his order 
for three more. Mr. Aultman, operating in 
an all-the-year territory, sells HUDSONS at a 
fast clip every month of the twelve. 

FR. KENNEDY, the HUDSON dealer at 
• Chattanooga, Tenn., was another visitor. 
Mr. Kennedy never lets an opportunity slip by 
him. Remember the ad. on the back page of 
the first issue of the new TRIANGLE. Mr. 
Kennedy saw its worth, used it in the Sunday 
papers and found it was a winning ad. It 
started a stream of buyers into his salesroom 
immediately. That shows what gripping ev- 
ery selling opportunity will do. 

GEORGE DANNAHER, of the Bruce Cub- 
bins Auto Company, Memphis, Tenn., was 
a factory visitor this week. Mr. Dannaher 
proclaimed business great in Memphis and its 
environs. He purchased a Limousine and a 
Coupe. After the sales department talked with 
Mr. Dannaher, it was easily seen that sales of 
HUDSONS this year would outstrip last 
year. Good work, George. 

WILLIAM E. MOYER, president of the 
Moyer Automobile Company, Des 
Moine, was welcomed at the factory. Mr. 
Moyer, with Senator Lafe Young and Gov- 
ernor Carroll, are planning a great trip in a 
Self-Starting HUDSON "33." They are go- 
ing clear across Iowa, and Bill and Iowa's 
statesmen will be welcomed by the automobile 
clubs of every town. Mr. Moyer has just ac- 
quired the title of State Road Inspector. 

HJ. ROBERTS, Pensacola, Florida, also 
•dropped in on the factory. Mr. Roberts 
is making a rattling good success in Florida. 
When he decided to get into the automobile 
business he seized the main chance, naturally. 
But first he went to work in the HUDSON 
factory. And he knows the car he sells. That's 
the why of his success, for he has studied the 

car thoroughly. H. J/s biggest selling season 
is approaching — when the turpentine money 
comes in. 




YOU probably remember receiving a let- 
ter from Advertising Manager C. C. 
Winningham some time ago, the sub- 
ject of which was courtesy. It told how 
Bill Moyer of Des Moines went to buy a fa- 
mous hat. The clerk told him the hats 
were "over there." The clerk paid little or 
no attention to his wants. Bill left the store 
feeling a little sore and purchased a hat 
from a competitor. 

This letter, that was created for whatever 
assistance it might give you and the men 
around you, has become famous. 

F. R. Zimmerman, said to be the greatest 
business authority in this country, — manag- 
ing editor of "System," and an officer in the 
company which prints the "Opportunity 
Magazine" — was enthusiastic over that letter 
when he heard of its existence and he built 
a rather extraordinary article from the in- 
spiration it gave. And the whole letter is 
reproduced in November "Opportunity" as 
the basis for the article. 

Mr. Winningham's letter is famous. It is 
a great document in business literature. Get 
November "Opportunity" at the corner 
newsstand and read how the letter became 

You receive other letters like this con- 
stantly — letters that deserve fame. 

They all should be as carefully read as you 
probably would read the "courtesy" letter had 
you known it was going to be famous. 


Tames B. Donovan, Dist. Mgr. 

Little Falls, N. Y. 
Hudson Motor Car Co., 
Detroit, Mich. 

Gentlemen— Give me the HUDSON car 
for strength. I got wedged between a tele- 
graph pole and a trolley car at Utica. I ex- 
pected to be smashed to splinters, but instead 
the trolley steps broke after wedging me be- 
tween the car and pole. 

I mean by that "me" THE GREATEST 
ROADSTER. Here are the facts. 

On approaching the Deerfield bridge at 
Utica, there was a trolley ahead of me going 
in the same direction. I saw a chance to 
pass it on the right and clear the bridge, but 
the trolley track switched toward the curb 
to the right. I misjudged the trolley's speed 
and got pocketed. 

I had either to hit a telegraph pole or go 
into the river. So I spiked the pole with my 
right fender point which swung my rear left 
wheel against the trolley. The trolley step 
gripped my wheel and forced my car viciously 
against the pole again. 

Something had to give. 

I surely expected it would be my car. But 
instead the trolley step broke. My experience 
in that scrape convinces me that the little 
HUDSON is the STRONGEST machine 

Be sure and compliment the mechanical de- 
partment for me. They deserve it. I cannot 
say too much for the HUDSON. My car is 
my bread and butter. 

Sincerely yours, 

James B. Donovan. 


AN old motor car enthusiast — a man who 
has owned a great number of different 
cars almost since the inception of the in- 
dustry — is Mr. Austin Church of the Church 
Quarry Company, Sibley, Mich. 

Mr. Church the other day purchased a 
HUDSON Mile-a-Minute Roadster. His let- 
ter, naturally, is a valuable one to every dealer 
and every man in his organization : 

"I wish to say that I am enjoying this car 
more than any other I ever owned. You will 
certainly have a great success with it this com- 
ing season." 

Digitized by 






p\ALLAS, TEXAS, is an idea-a-minute 
*-* town. And W. A. Fosdick naturally is 
an idea-a-minute man. He is secretary-treas- 
urer of the Hudson Motor Car Sales Com- 
pany and he is the salt of the earth. He sent 
us a good idea that was printed in the TRI- 
ANGLE. Now he sends us another one and 
some good news from down in Texas. 

Dallas, Texas. 

The Triangle: 

There Is one thing we proved to our 
company, that the dealers who can 
carry the earn In stock will sell three 
times the quantity of ears sold by the 
dealer who most always make his 
buyer watt two weeks or more. 

We are glad to report for the Dallas house 
that after looking over our records of busi- 
ness done during the fair, we can report that 
we put five HUDSON "33*s" in five new sec- 
tions of our territory and closed up three 
new agents, which means contracts for 19 
more 1912 cars. 

We met in two weeks of the fair over four 
hundred future auto buyers, and we believe, 
after they left, that fully sixty per cent of 
them agreed with us that we had the best car 
shown at the fair this year for all around 
service and finish. 

The Triangle well read will surely prove 
a big help with those connected in any way 
with the Hudson Motor Car Company. 
Very truly yours, 
(Signed) W. A. Fosdick. 


DILL MOYER, the Des Moines distributor— 
*-* and the Big Family's tallest member- 
contributes a great little selling idea. Says 
Bill : 

"When making a comparison of the Self- 
Starting HUDSON "33" with other cars, al- 
ways compare it with high-priced cars, never 
with a car of less than $2,500. That is its 
class, in reality. The moment you com- 
pare it with any car under $2,500, the natural 
thought that arises in the prospective pur- 
chaser's mind is that of a lower class than it 
in reality occupies. You have probably noted 
this in selling cars. But you absolutely abolish 
competition, in the purchaser's mind, when 
you eliminate comparison with any car under 
$2,500. And the moment you match the HUD- 
SON with high-priced cars you have elevated 
the buyer's opinion of it beyond all compe- 

Mr. Moyer finds this selling idea has helped 
him close sales. So it will help you close sales. 
Use it. 


APART of the factory's October output 
comprised HUDSON "33's" for the "far 
ends of the earth." 
On October 28 a carload went forward to 
Arkell & Douglas, the HUDSON dealers at 
Port Elizabeth, Cape Colony. The same day a 
shipment went forward to H. P. Faye, the 
HUDSON dealer at Kristiana, Norway. A 
carload was also shipped to the Rawlinson- 
Hudson Motor Distributing Company, Limited, 

The fame of the HUDSON abroad is grow- 
ing at a fast pace and foreign lands have been 
quick to recognize that the principles behind 
the car are basically correct. For that reason 
the car sells well wherever introduced. 



Kankakee, 111. 
Hudson Motor Car Co., 
Detroit, Mich. 

Gentlemen — This hill, which we have a 
photograph of is a part of the West Side 
Quarries Company's lime kiln and is the steep- 
est climb we have around here. It is a part 
of the lime kiln that the wagons, after un- 
loading, drive down. 

Consequently you can see that it is very 

There is a turn to it before you go up the 
incline, making it much worse than if it was 
really a straight climb. 

The photograph was taken with the car at a 
dead standstill. I made this hill on second 

speed. From a standstill the car started and 
finished going on over the hill. The actual 
grade of the hill is 5.7 feet in a distance of 
13J4 feet so that you can see that it is a little 
better than a 40 per cent grade. These are 
actual measurements. The hill is about 50 
feet long and the photograph was taken at the 

steepest part of the hill 

W. Arthur Latham. 


Winona, Minn., Oct. 20, 1911. 
Gate City Motor Company, 
Winona, Minn. 
My Dear Mr. Blair: 

I want to commend you upon the excellent 
manner in which you have managed the auto- 
mobile business here. The service you have 
rendered me is certainly a marked contrast 
to that afforded by others. I have watched 
your career with great interest, and have 
been pleased to note the energetic and busi- 
ness-like manner in which you have carried 
on your work. 

Service Department Corner 


Car ^Cumber. 


fBody, Type and Color. 

By C. E. Havens, Manager Service Department. 

EVERY member of The Big Family has 
wondered at irrelevant questions put to 
him by the doctor. 

In almost every case these questions do not 
appear to have any bearing on the trouble, 
but we all know on second thought that unless 
the doctor is sure of the fundamentals he 
cannot possibly prescribe correctly. 

The Service Man at the factory is the Auto- 
mobile Doctor, and his patients are in very 
many ways exceedingly human. 

Before the Service Man can prescribe it is 
just as necessary that he be sure of his funda- 
mentals as the doctor, and it is on this text 
that this little preachment is founded. 

The Service Department at the factory is 
enthusiastic, earnest, able, and sincere in its 
desire to help out every member of The Big 

But suppose you had to fill out such an order 
as the following: 

"Express front spring for Hudson" 

No model — no car number, in fact "no noth- 

Or this: 

"Car No. 12481 skidded, broke wheel. Ship 
new one immediately." 

Front or rear? The dealer knows, the cus- 
tomer knows, the Service Man does not. 

Remember thi* Old Story ? 

IT is the old story of the farmer's wife, the 
* hobo and the dog. In case you have not 
heard it: 

The lady assured the hobo the dog wouldn't 

"You know it, madam, and I know it, but 
does the dog?" 

But we are breaking away from the text, 
which is, "Give us the fundamentals." In the 
end it is cheaper to put an extra 50c into the 

To sum the whole matter up — in order to 
avoid the necessity of answering apparently 
irrelevant questions, at considerable expense 
in money and time, forestall the Service Doc- 
tor by posting him first on the fundamentals, 
which are 

Car Number. a*. 

Model. %mm 

Body, Type and Color. 

The last two may not be necessary every 
time — but the first always is. 

The Service Man Doesn't Know — Tell Him. 

Digitized by VjOOQ iC 

Dealers Who Seized the 

ain Chance 

Arthur M. Day 

IN New York City is to be found the hardest 
of competition. 
It is a territory where only the keenest 
survive. It is no place for mediocrity. 

With those facts in mind consider the man- 
ner of men behind a business that leaped from 
nothing to more than $2,000,000 per annum 
in less than two and one-half years. 

In April, 1909, The A. Elliott Ranney Com- 
pany secured the HUDSON agency for New 
York and its environs. In July, 1909, the 
first car was delivered. 

This is the story of the mighty Triangular 
combination that is responsible for that suc- 
cess. For behind this success stands the 
greatest business alliance that exists in New 
York automobile circles. No one plays a 
star part — and everybody is a star. 

A. Elliott Ranney. the Sales 

CIRST comes A. Elliott Ranney, a famous 
* organizer of men. A man of keen vision — 
a master mind — one who might have been a 
great military tactician had his energies been 
so directed. 

Mr. Ranney is active and interested in every 
phase of the business, but his hobby is service. 
He takes a lively interest in every detail of 
the business and devotes special interest to 
the best service department in New York City, 
for that constitutes the pillars of the business 
and it his Mr. Ranney's pride that his service 
department is second to none in the United 

To Mr. Ranney's business foresight is to be 
credited the feat of surrounding himself 
with the two best men in their line in New 
York: Arthur M. Day, president of the A. 
Elliott Ranney Company, and its general man- 
ager, Samuel S. Toback. 

President Day— The Planner 

THE TRIANGLE is not familiar with the 
details of the sale of a HUDSON to the 
president of the Automobile club of America, 
but it is a coup attributable to these three 
master business men. 

Mr. Day is the planner of the business. He 
is possessed of the valuable asset — quick think- 

Mr. Day is an officer in the New York 
military circles, being a member of the official 
staff of the artillery, and he holds a wonderful 
shooting record. 

You see the Big Guns are not limited to 
Sandy Hook. They have Big Guns on Broad- 
way, too. 

Mr. Day's prominence in New York is an- 
other factor to which must be attributed its 
share of the success of the A. Elliott Ranney 
Company in selling the Self-Starting HUD- 
SON "33." 

Mr. Toback Startled Bored New 

SHORTLY after The A. Elliott Ranney 
Company secured the agency for the HUD- 
SON, a dealer was appointed in Brooklyn. 

At the end of the year Brooklyn had 
smashed a HUDSON selling record — it was 
a most wonderful demonstration of salesgen- 
eralship. It needed investigation. 

The responsibility for the feat lay with the 
splendid enthusiasm of the manager of the 
Brooklyn agency, Samuel S. Toback. 

Need we here point out why it is now writ- 
ten "Samuel S. Toback, general manager, The 
A. Elliott Ranney Company of New York?" 
That took place shortly afterward. 

Maybe New York feared it would be outsold 
by Brooklyn. 

Suffice it to say that Mr. Toback completed 
the Triangle, for he is now carrying on the 
same wonderful campaign in New York that 
not so long ago startled that bored city. 

There Are Several Thousand Hud- 
sons on New York Streets 

THAT is the reason to-day every competitor 
is being outstripped by the HUDSON in 
New York City. 

Another thing— the Self-Starting HUDSON 
"33," as usual, is running like a watch. 

For it is backed up by the greatest service 
department — bar none — in the biggest city in 
the United States. 

But this business combination does not con- 
sider selling the whole proposition. That is 
the beginning. There is service — and in that 
the HUDSON excels in New York, for there 
is no other service department so well pre- 
pared to back up its selling statements. 

It is one of the big factors of the business. 
And what is more, New York City knows it. 
There is not a car owner in New York but 
who knows that his purchase of a Self- Start- 
ing HUDSON "33" means positive satisfac- 

That is the reputation that such a service 
department has built up. 

The evidence of the character of Ranney 
service is shown by the fact that the number 
of HUDSONS is far ahead of those who 
claim rivalry. 

The Beautiful Salesrooms 

OFTEN, improper staging makes plays fail. 
In New York the greatest staging is given 
the car you sell. Next time you go to New 
York make it a point to visit 1700 Broadway. 
And see the other New York show rooms. 
Then you will thoroughly agree with the state- 
ment that the HUDSON setting at 1700 
Broadway is the handsomest in Gotham. 

The rental is an immense item — it takes a 
plucky business combination to meet the fierce 
competition and come out winner, as The A. 
Elliott Ranney Company has. 

The HUDSON'S New York home is second 
to none in that city — and, understand, this is 
not a platitude. It's fact. 

Samuel S. Toback 

There is an atmosphere of elegance when 
a prospect enters the HUDSON salesroom in 
New York. The chief factor in winning suc- 
cess is looking it. 

It brings this thought to the New York pros- 
pect's mind — the same applies everywhere — 
"Here is a successful concern. They're pros- 
perous. The car must be right, or they could 
not have achieved this prosperity. Naturally 
such a showroom must house the best-selling 

That fact applies to every HUDSON dealer, 
the same as it does to The A. Elliott Ranney 

What These Things Demonstrate 

T^HESE are some of the myriad essentials 
* in selling automobiles that have been per- 
fectly standardised as a part of the selling 
equipment of the most successful automobile 
dealers— -with the most successful car — in one 
of the cities of the country where competition 
is stiffest. 

To what does Mr. Ranney attribute this 

1. Staging of the car; that is, location of 
salesroom, equipment of same, correct dis- 
play of cars, organization of inside selling 

2. Demonstration under 100 per cent ef- 
ficient conditions. 

3. Courteous attention to prospect and 
customer — the permanent smile. 

4. Service to the owner so complete as to 
develop customers into salesmen. The best 
paying advertising he has done is the little 
adjustments and attention given customers' 
cars and prompt filling of repair orders. 

5. Organization of sub-agencies. Through 
his genius in this respect he discovered a 
great enthusiast in Mr. Toback. 

The rewards of this master combination 
have been great. 

More HUDSONS are sold in New York an- 
nually than some companies build. 

When New York ratifies a commodity and 
places its crown of prestige upon it, you can 
bank upon its overwhelming success every- 

A. Elliott Ranney, Arthur M. Day and Sam- 
uel S. Toback constitute an unbeatable com- 
bination. The Big HUDSON Family extends 
the palm to its New York membership. 

Digitized by 


Published weekly by the Hudson Motor Car Co., in the interests of Hudson dealers. 



President Chapin Devoted a Week of His Time Talking With America's Well-Known Financiers in New York — For the 
Purpose of Giving the Big Family the First Comprehensive Analysis of Conditions in the Automobile Industry Covering the 
Remainder of the 1912 Selling Season. The Facts He Tells Are Vital. Please Digest This Valuable Information. It Cannot be 
Studied Too Closely, For it Means Much to all of Us. And it is the First Concise, Authentic, Crystallized Information on the 
Business Ahead of You. 

IT IS my purpose to address to our dealers 
from time to time an article on general 
conditions in the automobile industry. 

During the last six months there have 
been many changes take place, and the re- 
sult of my observations may be of value 
to you. 

In solving our problems here at the 
factory we must judge very accurately as 
to what the demand is going to be a year 
hence, two years hence, and predict even 
further ahead than that as to the general 
trend. To do this we must keep closely in 
touch not only with new improvements and 
developments both in Europe and on this 
side, but also with general business condi- 
tions as a whole as they may affect this • 

Our Policies 

WE HAVE had two or three set policies 
here which you may expect us to con- 
tinue permanently. First, the Hudson car 
itself will always be kept up to the minute 
in design and workmanship. Second — and 
this is your big problem and ours, the one 
which possibly most influences our mutual 
profits each year — we will always make 
early and satisfactory deliveries. 

The reports of their volume of sales 
made yearly by the various manufacturers 

shows that during the last six months of any year, that is, from 
July 1st to January 1st, there are three or four companies whose 
business far exceeds that of other manufacturers. This is due to 
early delivery of their new models. The Hudson Company is to- 
day in the ideal position of closing its season in June each year and 
bringing out its new models in July. In this way you take ad- 
vantage of all the summer and early fall trade on the new model 
cars while most of your competitors are still trying to dispose of 
their old models. 

The most significant fact in connection with this policy of ours 
is that by to-day we have shipped over 40 per cent of our output 
for the 1912 season, whereas the average manufacturer considers 
himself lucky if he has gotten out 20 to 25 per cent. 

Financial Conditions 

LOOKING into financial conditions as they affect the future, I 
have just returned from a trip to New York. While there I 
talked with men who are in a position to know financially what the 
condition of the country is and what the changes are liable to be. 
I was much surprised to find a more general spirit of optimism 
than I had been led to believe obtained there. 

-The New York bankers are a sort of clearing house for infor- 
mation on conditions all over the United States, and through the 
fact that they have a correspondent in practically every city in the 
country, know pretty accurately at any time about how well off or 
how badly off each section is. 

They told me that the depression which has been felt in some 
sections had without doubt reached its worst, and that as Wall street 
has discounted so well the Sherman law decisions, it was not to be 
presumed that the course of events hereafter would be anything 
except for the better. The fact that a presidential election is im- 


pending next year did not seem to concent 
them gravely, as the uncertainty of the re- 
sult makes it probable that whichever party- 
gets into power will proceed along lines 
which will not seriously jeopardize the equi- 
librium of business. 

Naturally all this information is exceed- 
ingly pleasing to us, in view of the expan- 
sions m our plant that are taking place and 
the plans that we are making for the future. 
There is just one point that I might call to 
your attention again, in view of their pre- 
diction that general business will be good 
in the -spring, and that is, that we have 
already shipped over 40% of our 1912 

If I were you, I would certainly protect 
myself with a few extra Hudson cars this 
winter, so that your spring trade will. not 
be handicapped by delay in obtaining cars 
from the factory during the rush season. 

Big Companies Growing Larger 

A VERY interesting feature of the present 
" automobile situation is the indication 
that the big companies are getting bigger 
and the small companies are either making 
but little progress or else are going back- 
wards. It is getting to be an established 
fact that an organization of the size of the 
Hudson Motor Car Company can afford to 
employ better engineers, better manufacturing men, better sales 
and advertising men — in fact, better men throughout all its 
departments, than can the small institutions, and for this reason we 
can return a greater average of value in our car to the buyer. 
When you get right down to the bottom of the subject, anyway, it 
is brains, and brains only, that produces a good automobile 
and markets it properly. The most successful companies in the 
automobile business today are those that have the highest quality 
of organization that can be obtained. You know what our policy 
has been in this respect, and in view of the trend in the business 
that I have mentioned, I look to see this company grow constantly 
bigger every year and your business increase in the same 

Big Sales ^Divide Into Three Classes 

A NOTHER observation of mine, that confirms your own judg- 
" ment in picking the Hudson car as a good seller, is that big sales 
today of motor cars are in three distinct classes. There is one class 
producing what is known among the trade as "cheap" cars, by 
which phrase might be included cars selling from $700 up to 
$1100. This would comprise a half dozen manufacturers whose 
volume of business is very large, amounting for the 1912 season, we 
will estimate at over 125,000 cars. 

Leaving this class, you take a straight jump to another class 
comprising only three manufacturers whose volume is of conse- 
quence, and whose cars range in price from $1600 up to $1900. 
Then from this class, it is a far cry to the third class, or high priced 
cars which sell from $4000 up to $6000. The business in between 
the first and second, and the second and third classes is negligible 
in volume as compared with that in these three classes. It means 
that today no manufacturer is producing below $1600 a car that 


embodies the high class features that the experienced buyer has 
come to demand in a machine. It means, furthermore, that most 
of these experienced buyers find all of these features well enough 
worked out in these cars selling from $1600 to $1900, so that they 
buy this type of car in preference to anything selling up to we will 
say $3500. If they can afford to pay $3500 or more, and really want 
a big car, they go up to $4000 and higher. 

- The keystone of all Hudson policy is that the Hudson Company 
will always make the lowest priced car that can be built consistent 
with what we know to be good design and workmanship and a con- 
struction that will give satisfaction over a period of years. We 
could sell a Hudson "33" for $1250 and the car might look the same 
on the outside. It would not take long, though, to go the way of 
other cars whose makers have tried the suicidal policy of low price 
at the expense of quality and the ultimate enmity of the buyer. We 
put the stuff in the car and today our owners are selling half our 
output for us. 

Our Growing List of 'Prospective Buyers 

IN MY analysis of present conditions in the industry, I figure 
* that of the buyers of the so called "cheap" car, there should be 
at least 20% of these buyers who, the following year, will be in the 
market for a car like the Hudson. The big sales in our type of car 

are right now restricted to two other manufacturers besides our- 
selves, so that with twenty to twenty-five thousand buyers gradu- 
ating every year from the use of low priced cars, it gives us a won- 
derful field in which to maintain a big volume of business. 

It happens to be the desire of almost all Amricans to own the 
best automobile that they can afford to drive. Only a small num- 
ber of people in the country can afford a $4000 or $5000 car. A 
very much larger percentage can afford our car. Thus, between the. 
graduates from the use of the low priced cars and the newcomers 
who start out and do not wish a cheap car to begin with, but like 
a car of our type, — as well as a smaller number, but at the same 
time a growing class of buyers who are tired of the high priced 
product and its heavy cost of upkeep, we are assured of a steadily 
increasing number of purchasers. It only remains for this com- 
pany to constantly produce cars that will be the most typical in our 
class. We believe that we have the organization here to accom- 
plish this result. 

To sum up all these observations, general business conditions for 
the future are looking better than they have for a year. We have 
put the Hudson car in a distinct class, where there is an ever-grow- 
ing field of buyers, and our plans not only contemplate the main- 
tenance of our present position of prominence, but an increase 
yearly in our volume of business, which means an increase in your 
business as well. 

Rush of Sales Quickly Follows Great 
Convention at the Factory 

DESPITE the wintry weather that gripped 
the country immediately following the 
adjournment of the conventions of deal- 
ers at the factory, a rush of orders swept in 
from many sections. 

The open discussion of the car in meetings 
in which dealers from Maine to Texas rubbed 
elbows, brought up heaps of valuable informa- 
tion that was taken back home and dissemi- 
nated to prospective purchasers with the result 
that many of them are becoming owners. 

This is good news for the dealers' hosts at 
the factory did everything possible to compre- 
hensively add to every man's knowledge of the 
car; special meetings being held in which the 
principles of the self-starter were explained. 

The meetings were in charge of Mr. W. J. 
McAneeny. So thorough were the meetings 
that the inventor himself was on hand to 
answer every possible question. 

Then the dealers — some of them brought 
their technical men too — got out into the yard 
back of the factory, seated themselves in any 
car they chose and armed with all necessary 
information started the car many times, from 
the seat. The result was that the majority of 
dealers were firm in the conviction that the 
advertising — which said ninety-eight starts out 
of every hundred were possible — was too con- 

By preventing the motor stopping on dead 
center the dealers found that ninety-eight 
starts out of every one hundred presses of the 
button was a conservative estimate. The meet- 
ings shot the enthusiasm up to a high pitch and 
the two hundred odd dealers who attended the 

conventions went back home happy in having 
found the big idea. 

Result — their contagious enthusiasm caught 
the prospective buyers and the result was sales 
— and many, many of them. 

The hosts at the factory had a good time, 
too. Mixing with the men out on the firing 
line is about the best stimulant a man can get, 
so some profit fell to the men at the factory. 

This great annual meeting was tremendously 
successful — probably no other automobile fac- 
tory ever witnessed a gathering that devel- 
oped into as enthusiastic an assemblage as did 
the great 1911 convention of the HUDSON 
dealers and distributors. 

territory by 
calling on the factory. Mr. Rastall found 
sunny weather in Detroit and recalled that the 

Regina thermometer registered 40 degrees be- 
low when he left Regina. Despite that fact 
Mr. Rastall doesn't hibernate in the winter. 
He digs up prospects all the year. He is the 
originator of several business-getting plans. 
Mr. Rastall's distributing territory covers 
three big provinces. He has a sizeable dealer- 
organization. What's more, he's selling the 

r* UY L. SMITH, the HUDSON distributor 
^-^ at Omaha who made the suggestion of an 
Owners' Bi-Monthly Bulletin on "How to Care 
for Your Car," was also a visitor. When the 
self-starter first came Guy kept it under cover 
for a day and a half until his salesmen knew 
how to answer every question. The men took 
turns in Guy's school of posing as buyer and 
salesman, each trying to trap the other. Guy 
Smith is a sales-general. He's selling a lot of 
cars for his territory. The above idea is one 
of Guy's that is making money for him. 

r* ROVER YOUNG, Colorado Springs, Col, 
^-* was a welcome factory visitor. His en- 
thusiasm on the HUDSON is a pretty good 
indication of the reason why that Colorado 
country knows the Self-Starting HUDSON 
"33" so well. Grover had a talk with Mr. 
Dawson of the sales department, and from the 
looks of things his territory is going to keep 
the factory humping to keep pace with the 
selling end of his business. Grover is a be- 
liever in the fact that half of selling is in 

JIM MARSHALL, of Beloit, Wis., who has 
a fat HUDSON territory surrounding Be- 
loit, was also a valued visitor. Jim is a keen 
salesman, one of the best in Wisconsin. He is 
enthusiastic about the addition of the self- 
starter to the HUDSON'S selling points and 
his visit to the factory added to his approval 
of the device. He is making money and his 
connection with the Big Family is a happv one. 

Still Another Group of Members of the Big Family 

Upper Row— Left to Right— E. A. Boode, Burlington, Vt.; W. A. Latham, Kankakee, HI.: R. L. Whitcomb. Evergreen, Ala.; F. D. Parker, Decatur, 111.; M. G. Patterson, 
Moutgom*ry. Ala.; H. J. Roberta. Pensacola, Fla.; W. S Pennington, Manchester, N H. G. O. Lee, Lynchburg, Va.; G. W. Goldsmith, Jr. Atlanta,; J M. Morse, 
Colorado Springs, Colo.; W. B. Huffaker, Jacksonville, 111. 

Lower Row— A. G. Jung, Kankakee, HI.; I. D. Rlackshaw. St. Johnsburry, Vt.; W. A. Wright, St. Johnsburry, Vt.; I. W. Dill, Harriaburg, Pa.; R. M. Morrison, Moultrie, 

Ga.; M. B. Aulttman, Jacksonville, Fla.; G. N. McNutt, Knoxville, Tenn.; O. R. Murphy, Birminghan, Ala. 

Digitized by 



The Fastidious Buyer 

By J. H. BRADY, The J. H. Brady Automobile Company, Detroit, Mich. 

HAVING lost a sale to one fastidious 
buyer for no other reason that I could 
see than that he didn't like the smell of 
the smoke of my cigar, we were pretty much 
keyed up when the next one 'phoned he 
"guessed he'd drop in to-morrow." 

The salesroom was spick and span — clean as 
a whistle. I rubbed down the show car, 
flecked imaginary specks of dust off the leath- 
er, cleaned off the dirt on the step a previous 
buyer had left, and dressed up the place gen- 
erally. It certainly had that thousand-dollar 
look. I decided to try out my ideas on this 
"fastidious buyer." 

Jauntily he came into the showroom — my 
cue for discarding the cigar, putting on my 
coat and the rest. I closed the door to the 
repair shop and executed my studied "ap- 

His eye caught the car in the show window, 
the hood of which was up. While exchanging 
greetings I aimlessly put it down. It was 
necessary to keep away from the technical de- 

The Big Points in Fastidious 
Bayer's Minds 

FASTIDIOUS buyers are the same every- 
where. The same general principles that 
sell them are the same in Tampa or Seattle. 

Then the selling talk commenced. "Beauty, 
isn't it?" I ventured. "Just come in from the 
factory." Then I analyzed the "why" of the 
beautiful lines of the Self-Starting HUDSON 
"33". I pointed out the curves, the straight 
lines, the harmony of the exterior design. I 
called attention to the class of leather, the 
roominess of the seats, the striking handsome- 
ness of the car as a whole. When I inferred 
such beauty was obtainable in no other car he 
was openly impressed. 

As if I were ushering him into a kings pal- 
ace, I opened the foredoor and said he would 
want to get into the seat. I thought quick at 


Service Department Corner 


All Claim* Baet Made 
Within 30 Day* 

Bj C E. Havens. If anaser Service Department. 


UR text last week was "Give us the car 
number, color and model when order- 
ing parts." 

That a great many members of the Big Fam- 
ily were interested is evidenced by the fact that 
a majority have already written, suggesting 
that we furnish them with parts order blanks 
in duplicate. 

This we shall be very glad, indeed, to do ; in 
fact the printer is even now locking his forms 
and we hope that before another issue of the 
Triangle reaches you a goodly supply of 
Order-for-Parts blanks will be in the top 
drawer of your roll-top. 

// you don't get them, lets hear from you. 

The Claim Adjuster and the Receiving Clerk 
formed a deputation to wait upon the writer 
this week with the petition that their sorry lot 
be portrayed to the members of the Big Fam- 
ily. They appreciate the fact that their posi- 
tion is that of "poor relations," but they throw 
themselves upon your charity in the following 
words : 

"Please don't dump in the cellar all the junk 
that naturally accumulates around a busy re- 
pair shop, and then when the cellar gets a 
little overcrowded send the whole heart-break- 
ing pile in with the request that the claims be 
settled by next Thursday, the 8th, so that we 
can send a check to balance our account on the 

Fifteen Cases From One Dealer 

THE writer has seen fifteen cases come in at 
once from a single dealer — investigation has 
shown that some of the parts must have been 
held at least twelve months — yet that member 
of the Big Family was righteously indignant 
when credit was refused on account of the de- 

We have agreements with some of our parts 
manufacturers wherein they agree to compen- 
sate us for defects appearing in their material 
providing we return such material to them 
within a certain term after delivery is made 
to us. So if you let your junk accumulate you 
are not only working a hardship upon your 
poor relations in the Claim Department, but 
you are also preventing the factory from col- 
lecting, and that is a mighty serious matter. 

Every dealer signs a contract wherein he 
agrees to return his defective material within 
thirty days after the defect developed, other- 
wise credit is only at our option. 

Are you doing this? If you are not it be- 
hooves you to get busy or else the long-suffer- 
ing claim artist will reach the end of his pa- 
tience and throw away his red ink. 

To boil it down : 

All claims for credit are contingent upon a 
prompt return of defective material. 

If you thoroughly digest this you will help 
enrich your own exchequer, you will help en- 
rich our exchequer, and you will make the lives 
of two unfortunates a little more livable. 

Lets do it! 

this point. I wanted to keep away from tech- 
nical details, yet I wanted him to start the car 
from the seat. In a sentence I told him how 
childishly simple a self-starter we had. 

Then I set the spark and hand throttle my- 
self perfunctorily and gave the lever a turn* 
"Just give that button a quick pressure," I 
suggested. He jabbed the starter button. 

Instantly the motor responded. It was so 
quiet he could scarcely hear its hum from the 
seat. "Did it work?" he asked. 

"Always does," I replied, and I smiled con- 
fidence into him. "But I can't hear it," he 
said, surprised. He stepped out of the seat 
and I lifted the hood for a moment so he could 
hear its hum. 

How the Technical Explanation 
Was Dispensed With 

E was amazed and he showed his admira- 
tion. Again he surveyed the beautiful 
green body of the car. 

"And about the motor," he asked, as if it 
were a necessary evil. 

"Well, you know already that it's the quiet- 
est motor built," I answered. "It is designed 
and built — as the entire car is — by Howard E. 
Coffin, the most famous designer in America, 
the acknowledged leader of the industry. He 
has advanced several years by simplifying the 
motor, and by eliminating nearly a thousand 
useless parts. He is the father of, "clean de- 

I felt this ought to appeal to fastidious 
tastes, and it did, for I lifted the hood at that 
point and the motor told its own "clean de- 
sign" story. 

"The technical design," I said, "is all taken 
care of by Howard E. Coffin and his board of 
engineers. Mr. Coffin has never had a failure. 
His cars have all marked epochs in automobile 
design. This car, as were all his others, is 
years ahead of the average car. You know 
that from looking at others. Besides the 1912 

Lander, Fiat, Imperia and other foreign cars 
— some of them driven by kings — have features 
that the Self-Starting HUDSON has. Yes, 
you need have nothing on your mind as to 
design, when driving this car — Mr. Coffin and 
his engineers have everything solved ahead of 
your ownership of the car." 

The Fastidious Buyer's Kick 

THEN came the demonstration. I picked 
out purposely a route with plain, ordinary 
surroundings, so to keep his mind on the car. 
Besides, it gave the beautiful car the advantage 
of the contrast. 

I had the demonstrator as clean, spick and 
span as the show car. I changed gears abso- 
lutely without noise, for this point was valu- 
able. Everything was done noiselessly. I 
avoided roads that were muddy. I avoided all 
untoward conditions and avoided neighbor- 
hoods that would take attention from the car. 

Everything was done for appearance's Sake. 
When we were finished he registered a com- 
plaint. He wanted two extra seats in the back. 
"Willingly would we accommodate him. "One 
thing, though," I said. "I do dislike to litter 
up that roomy tonneau. And, anyhow, prob- 
ably you won t take more than yourself, wife 
and two friends on your tours. So it would be 
my advice " 

"You're right," he exclaimed. "Never would 
take out more than five people." 

Then I drove him home and he showed evi- 
dent elation when he met several friends in his 
block. We got out of the car and I endeav- 
ored to get him to connect up the appearance 
of the car with the beauty of his home, as it 
stood before it. That impressed him, too, for 
the beautiful shade of green was certainly 

When the Order Came In 

I KNEW my position. I knew my competi- 
tion had no such showrooms as we had when 
I had them ready for this man. And the 
especial pains in this case ought to pay us back. 

In a week he happened in again. He agreed 
to purchase the car. But he insisted on a car 
not later than the next day — he was a man of 
quick action, I judged. Luckily we carried 
cars in stock, and the last fastidious trait, co- 
incident with the closing of the deal, I was 
able to meet That evening I had the car at 
his home and the check for $1,600 in my wallet 

Here is the thing this sale taught me, and I 
will never forget it: 

That every man ought to be treated as a 
fastidious buyer ; that a sale will never be lost 
if that is the attitude toward every prospective 

And to-day the showroom and every con- 
dition in the selling end complies rigidly with 
the tactics that sold the fastidious buyer. That 
is the slogan that will make every dealer more 

No matter where the principles are applied. 
buyers like neatness, beauty, cleanliness, spot* 
less cars and they like to have it made easy 
for them to buy. 

And that is a mighty factor in selling auto* 

Why Didn't You 

Make the Sale ? 

ONE of the objects of the Triangle is to 
help HUDSON salesmen solve their 
problems. It is an old saying that if one's 
foresight were equal to their hindsight, they 
would always succeed. 

After you have lost your man, you very 
probably have analyzed the reason why you 
didn't make the sale. 

Tell us your experience along this line. 

The information thus secured will be com- 
bined in a series of articles under the caption : 

"Why I Didn't Make the Sale!" 

This will help you and others to make the 
sale the next time you meet with similar con- 

Digitized by 



TWENTY-SIX miles on each gallon of 
gasoline is the every day achievement of 
the HUDSON in the deep-sand section 
of Michigan. Read this letter from Attorney 
Van Duren, of Holland, Michigan: 
"Appreciating the excellent service that my 

Hudson "33" Fore Door Touring Car has 
done for me, I want at this time to acquaint 
you with the fact that I am more than pleased 
with the car in every respect. It has never 
failed me in any road, and any hill that I 
have called upon it to go. In fact I have had 
the extreme pleasure of assisting higher 
priced cars up some of the places. 

"I am also more than pleased with the great 
economy with which I have been able to 
operate my car. I have repeatedly kept strict 

account of gasoline consumed in a given mile- 
age, and almost without exception it has been 
beyond all expectation. During the month 
of July in the course of a week I drove the 
car one hundred sixty-three (163) miles on 
only six (6) gallons of gasoline. Some have 
thought this so remarkable that I decided to 
let you know of my experience. 

"With best wishes for the success of the 
Hudson, and assuring you of my entire satis- 
faction with my car. — Arthur Van Buren." 

Digitized by 


PabKtked weekly by the Hudson Motor Car Co., in the interests of Hudson dealers. 

The Buyer Who Loves To Argue 

HE HAD answered an advertisement in 
the Saturday Evening Post and as 
quickly as the factory sent the inquiry I 
had 'phoned him and respectfully invited him 
to see the Self-Starting HUDSON "33." 
From his tendency to plunge me into an argu- 
ment over the telephone wire I sized him up 
as a man who liked to argue. 

Next day on his way home he dropped in 
at the salesroom. I quickly discovered I had 
a good debater on my hands. This is likely 
to scare any salesman, but that is needless. 
I went over the car with him, pointing out its 
exclusive features. But first of all, I said : 

"Now as to this car's design, that has been 
determined by a man who is reputed the 
greatest engineer in this country — Howard E. 
Coffin. He has built six famous cars, every 
one a huge success — every one years ahead 
of its contemporaries. This car is his sixth 
famous automobile. Its features are approved 
by their presence in the Lancia, Fiat, De 
Dion, Imperia and a dozen other famous for- 
eign cars — that sell in this country for $5,000 
to $15,000 and more." 

I thought that would prevent his arguing 
on the subject of design. 

44 Now About the Radiator" 

HE BROKE in on my description of the 
radiator with: "Your radiator looks like 
a honeycomb in front and in back it doesn't. 
It must be a sham. Anyone would consider 

it as such and it upsets the confidence that a 
man might have in the HUDSON." 

"True," I said. "To a man not an engi- 
neer, I agree with you, it does look that way. 
Howard E. Coffin's reason for that construc- 
tion is it gives greater strength and adds 
immensely to its appearance as you inferred. 
We wouldn't want anyone to think it is a 
honeycomb radiator. We describe it as a 
reinforced vertical tube radiator. Its con- 
struction has proved more efficient, Mr. Cof- 
fin finds, for the greater strength it imparts 
to the entire chassis." 

He noticed the absence of the fan. "I 
don't believe any car is built right without a 
fan," he exclaimed. "You see the motor gets 
overheated. I wouldn't want to be bothered 
with that condition constantly. The fact that 
practically all other cars possess fans is evi- 
dence it is an essential. Water alone can't 
do the trick and — " 

"Your argument is right from every view- 
point," I said. "It is a good argument. But 
we have found a better place for the fan and 
we have thus simplified the car. We put the 
fan in the flywheel. It does its work better 
there." And I described the working of the 
fan and showed him how a square of paper 
was held tightly to the radiator by the suc- 
tion created by the fly wheel fan and how 
with the usual fan in front type, the paper 
was held on the radiator only in a zone in 
front of the fan. 

Objects to Simplified Car 

THE HUDSON is the simplest car built. 
It has nearly a thousand fewer parts 
than the average car," I continued. 

"But it stands to reason," he argued, "That 
such a car can't give the service because of 
the absence of nearly a thousand parts. 
Breakdowns would be frequent. Now you 
have no tortion rods, for one thing — " 

"Like every simple invention achievement," 
I remarked, "certain parts do several tasks. 
The necessary support is furnished by the 
housing of the driving shaft. This car drives 
through the springs. The tortion rod was like 
the useless scaffolding of a building. So we 
eliminated it. Coffin's 1911 car had this con- 
struction. It was so wonderfully effective he 
continued it in the Self-Starting HUDSON 

"I cannot see where you have eliminated 
nearly a thousand less parts — that I suppose 
is just part of the 'novelty' of the selling 
talk. Some people wouldn't stop to question 
that statement, but I would." 

"I am glad you questioned it," I said 
eagerly, gleefully. "There are sixty parts 
eliminated by absence of the fan, nearly a 
hundred eliminated by casting the motor en 
bloc. Then a tortion rod, a cam shaft and 
other minor parts that were eliminated go to 
make up the nearly-a-thousand parts." 

He saw I knew what I was talking about 
and he had no come-back. 

Still I saw he didn't have the feeling that I 
had licked him in a debate, for I had told him 
every argument was true and then pointed 
(Continued on Page 2) 

The Mighty "33" In An Amazing Test of Power 

IN ALL my years in engineering work I do 
* not believe I have ever witnessed as im- 
pressive an exhibition of strength as the im- 
promptu performance of a "33" the other day 
at the factory. 

A heavy truck with a five-ton load was 
mired to such an extent that its crew could 
not pull themselves out. A HUDSON tester 
happened on the scene and the HUDSON 

BY G. G. BEHN, Engineering Department 

u 33" test chassis was hooked on to the truck. 

On account of the tremendous weight of 
the immense truck the rear wheels of the "33" 
would merely spin. 

Twelve men were requested to stand on the 
"33" and on applying the power the "33" was 
able to pull the truck out of the mud. 

It was an exhibition that could not be 

equalled by any chassis in a class anywhere 
near the HUDSON fi 33." It simply demon- 
strates the power of the car. The fact that 
the exhibition was impromptu adds to its im- 

The camera man was rushed to the scene 
and secured the picture just at the moment 

the ,itt,e D'Siz^b^^cygH "- 


led him out to the demonstrator and the 
demonstration followed. 

A few weak arguments that I could answer 
with my eyes shut came next. Then, some- 
how, he ceased arguing altogether. One of 
those weak arguments was his real objection 
to the car. I don't know which. But an- 
swering it started him toward the dotted 

The week following he made the deposit. 
That closed the sale. 

And to-day he is arguing for the HUDSON 
every time the opportunity presents itself. 

Here was the way that sale was closed : 

/ told him every argument was right. Then 
I explained each subject and let him see the 
wrong point without telling him HE was 
wrong. He liked that — his better interests 
prevailed upon him not to argue, then. 

And that is the secret of successfully hand- 
ling the man who argues. See how well it 
works with the next one you must sell. 


FROM the bushels of appreciative letters 
from HUDSON owners that are received 
at the factory every month, there are often 
letters that give good selling ideas. 

Here's a good idea that works both ways: 
Whenever a HUDSON owner, on a trip from 
some distant part of the country, gets into 
your town, give him a royal reception. In- 
quire about his car — make any adjustments 
if they're necessary. For he's a Big Family 
relative of yours. 

And when one of your owners goes tour- 
ing the HUDSON dealer whose town he 
strikes will do the same, for the same reason. 

A letter to the factory from a California 
owner shows how it virtually closed the sale 
of a roadster to him: 

"On a recent trip to San Diego it was very 
gratifying for me to know that your agencies 
throughout California take such a deep in- 
terest in HUDSON owners. I had occasion 
to have some few adjustments made while in 
San Diego and I was afforded all the cour- 
tesies that could possibly be extended to any- 
one. I shall certainly take it upon myself to 
inform my friends of the excellence of HUD- 
SON cars and also the excellent^ service de- 
rived through your many agencies. I will 
close the deal for another HUDSON road- 
ster through the local agent, Mr. Howard 
Berg, shortly. — E. A. Parkford, Ontario, 
Cal. r ' 

Some day soon a San Diego owner is going 
to tour through Ontario. Then Howard Berg 
will reciprocate the favor and it will help sell 
cars in San Diego. Every courteous act has 
its retribution. This team work idea is a 
great one. 

President Chapin. Mr. Knox is a HUDSON 
enthusiast and he explained that the impulses 
which result in the purchase of automobiles 
are the same in Europe as in America. The 
HUDSON'S heavy battery of dealer sales- 
aids was commended. 

DROF. DOUGHTY of Williams University, 
1 a HUDSON owner, spent a "HUDSON 
afternoon" at the factory. He owns a 1911 
car and is going to sell it so he can own a 
New Self -Star ting HUDSON "sf in the 
spring. The professor thought he had the 
best car the factory ever built, an opinion 
rightly held by all HUDSON owners. 

]M R - RIDPATH, the HUDSON dealer at 
ifl Montreal, dropped in a moment on the 
sales department while paying a visit to the 
factory and he is another dealer made happy 
by the addition of the self-starter to the talk- 
ing points. Mr. Ridpath is going to be a con- 
tributor to the Triangle, which should be pleas- 
ing to every member of the Big Family, for 
Mr. Ridpath has a line of selling talk on the 
HUDSON that is hard to beat. 

I H. FILIATRAULT, of the Duluth-Hud- 
*^ # son Sales Company, Duluth, Minn., dis- 
tributors for the HUDSON, was also wel- 
comed at the factory. He said he never did 
business with anyone where he got a fairer, 
squarer shake than with the HUDSON folks. 
All the TRIANGLE can modestly say is, L. 
H., that's the invariable rule in the entire Big 
Family. But the Big Family is glad of your 
appreciation, anyhow. 

CRANK L. MOORE is the new sales man- 
1 ager for the Archey-Atkins Company, In- 
dianapolis distributors for the HUDSON. 
Frank is up on his toes every minute and he 
says he grabbed the main chance when he be- 
came sales manager, for he has got a great car 
— the "one best selling bet in this country." 
The Big Family welcomes Frank as much as 
he welcomes the best selling proposition he 
has ever staked his interests on. 

LJ S. MORGAN, the live HUDSON dealer 
**• at Burlington. Vt, was another one of 
the Big HUDSON Family to visit the sales de- 
partment this week. Mr. Morgan is doing a 
swifter business in Burlington than any of his 
competitors and his enthusiasm echoed the 
secret of sales-generating for the New Self- 
Starting HUDSON "30" there. 


A/[ B. AULTMAN, the HUDSON distribu- 
***• tor at Jacksonville, Fla., is doing a tre- 
mendous business at the present time — his is 

to see most every make of car and hear 
opinions of most all, and since I have been 
interested, I have asked many questions and 
looked over many and I have yet to find the 
owner of a HUDSON that is not proud of it. 

"I wish to state further, as this mar in- 
terest you. I have been raised by the Buck 
Stove & Range Co. and have been on the 
road for ten years and have just reached my 
30th birthday. This is what I have been 
taught from our old President J. W. Van 
Cleve, to never cut your prices, sell good 
goods and stand pat and it very muchly 
reminds me of your agents. I was worried 
to the limit by automobile agents of various 
makes to buy their car all the way from 
10% to 20% off. 

"But every where I went and tried the 
HUDSON the price was the same. This 
made me admire the car all the more. 

"If you will allow me to make the remark, 
make your agents stand pat for this little 
10% and 20% is what one is filled with in 
regard to every other make on the market 
and if it is said you can't get a Hudson one 
cent cheaper wherever you go, look what it 
means for the car. That's what sells Bucks 
stoves. I paid the full amount for my car 
and do not regret one cent of it. I only 
mention this to vou for I think it's to the 
interest of the HUDSON. 

"Now, if vou wish to know why I bought 
the HUDSON '33/ there are too many 
things about it that suit me to undertake 
to tell, but will state first the power, sim- 
plicity, finish and smoothness of running and 
the refined appearance it has. 

"I have had my car but a short time and 
the demonstrator only took me out two trips 
about an hour each and no one has ever 
touched it but me since and I don't pro- 
pose to let them. Have run it over 600 
miles in two weeks and to make a long 
story short, I would not trade it for any car 
on the market. I like the four passenger 
much more than the five and the green 
body can't be beat. It makes them all sit 
up and take notice. 

(Signed) James E, Daniel, 

Sales Manager." 


THE Self-Starting HUDSON "33" trim- 
* med most of its competitors and captured 
the bulk of the laurels at Harrisburg, Pa., 
Monday, I. W. Dill, the HUDSON dealer, 
being in charge of the HUDSON prize-win- 

His enthusiastic telegram, announcing that 
the prizes were in captivity follows: 

"Hudson *3.V 1912 models win both tour- 
ing and runabout prizes in Class C. Also 
won sweepstake trophy in Annual Economy 
Contest held by Harnsburg Motor Club to- 
day. Harrisburg to New York, 104 miles. 

"Touring car carrying five passengers aver- 
aged 21 miles per gallon of gasoline. Perfect 
mechanical scores. Roads Dad and frozen. 
Competition large. Field of cars included 
three Chalmers, one Interstate, six Cadillacs, 
two Kline cars, one Everitt and others. — I. 
W. Dill." 

For next week's TRIANGLE we have 
asked Mr. Dill to write an article. 

Digitized by 



The Big Idea 

Ever Lose a Sale This Way ? 

(No. 1) 

A DEALER whose name you would recog- 
nize if you heard it, complained of the 
number of curiosity seekers who came 
into his store. 

He said they showed what apparently was 
a deep interest in the car and he at first 
thought that they were real prospects. But 
for some reason or other he could not land 
them. His complaint was very vigorous and 
he had a discouraged view of the conditions 
as they affected his business. He stated his 
problem in a way that indicated his belief 
that the halcyon days of the automobile busi- 
ness had passed and the people were no 
longer buying but were merely looking. 

I asked him to tell me something of his 
problem but I could get nothing from his 
conversation that indicated why he was not 
able to make the sale. This talk took place 
in his private office. 

Salesroom Part of Garage 

SHORTLY after, however, a man came in 
to see the car and the proprietor himself 
went to talk to him. It so happens that this 
man's salesroom is a part of his garage. He 
operates a taxicab business in connection with 
his retail automobile store. 

The man who wanted to see the car looked 
as though he could afford to buy an auto- 
mobile. He knew a great deal about the 
HUDSON "33." To my mind he was in- 
vestigating the car because he was 80 per 
cent, sold on it and he had also signified an 
intention of placing his order soon. You 
could not imagine a better proposition for an 
immediate sale. 

The proprietor launched into his sales 
arguments with great enthusiasm. It was evi- 
dent that the buyer was following his argu- 
ments and accepting the statements in full 
confidence. I would have bet my hat that a 
sale would be made. 

At the Critical Moment 

BUT just at the critical moment a car was 
started in the back of the garage and was 
driven out through the front door past the 
buyer and the proprietor. 

It caused an interruption. 

The proprietor had to stop his talk. 

Somebody addressed him and though the 
prospective buyer was 99 per cent, sold up to 
that moment, the interruption changed his atti- 
tude toward the purchase of a car entirely. 

His chain of thought, leading up to the 
sale, was broken off short. 

Soon the customer left and the proprietor 
said, "See, that is the way they all work. That 
is the way they all do. We get a man up 
to the closing point but we don't close them." 
And I asked him if he wanted my opinion 
as to why he didn't close him. 

So I went over the whole situation. I re- 
viewed the effect of his solicitation upon the 
customer and then I told him what the inter- 
ruption had done. 

M ore sales are lost than anybody has ever 
kept account of by the interruption either of 
some one speaking to the salesman, an un- 
expected noise f the ringing of a telephone and 
other outside influences which interrupt the 
trend of the solicitation. 

Basis of Successful Salesmanship 

CUCCESSFUL salesmanship cannot be 
^ conducted on that basis. The dealer to 
realize the full efficiency of his sales organiza- 
tion will have his salesroom in a quiet place. 

He will absolutely prohibit anyone's inter- 
rupting him when he is talking to a customer. 

No telephone message can be so important 
as the order. 

The salesman's sole job is to get the cus- 
tomers name on the contract. Nothing else 
is so important. Some one else can take care 
of those conditions or they can wait because 
the future of the business itself depends upon 
the sales. A salesman who allows any out- 
side influence to interrupt him during a solici- 
tation loses an opportunity he can never 
again gain with that customer. 

Keep Him Thinking of the Car 

IN THE big jewelry houses, all the import- 
1 ant sales are made in a small room where 
the lighting effects are just right. In the big 
banks the important transactions take place 
in a private office. A man who attempts to 
sell an automobile in the buyer's own office 
or at his own home is laboring under a handi- 
cap. It is better to take him somewhere else. 
If your own salesroom is not so arranged that 
quiet prevails everywhere and the car is not 
shown to the best advantage, then it is better 
that you see your prospective buyer some- 
where else. 

Take him out for a demonstration and ride 
to a quiet spot if the weather is pleasant and 
there make your solicitation where you will 
not be interrupted. 



LJ ERE is a letter that reflects the impetus 
1 * which sold roadsters for C. A. Fritz, 
the HUDSON dealer at Zanesville, O. Mr. 
Fritz wrote it to S. P. Jackson of the sales 
department at the factory: 

"The Hudson roadster came in today and 
we unloaded it this P. M. and to say that it 
is the classiest car of its kind in the city is 
putting it mild. Everybody says it is stun- 
ning and a crowd has swarmed around it 
from the time it got into the garage at four 
this P. M. till ten tonight. The new owner, 

Dr. B. T. Cary, is the happiest man in town. 
This makes the eighth car he has owned and 
he says that without doubt it is the neatest 
finished car, particularly in the small details, 
that he has ever seen. Everybody speaks or 
its refinement and Mrs. Meyer told us this 
evening that Mr. Meyer was so enthused over 
it that he could not rest till she should come 
over and look at it Hudsons look good to 
most everybody and we feel proud over being 
able to boast of the fact that of the eight 
dealers in the city we are the first to have 
a self-starting car in stock and the first one 
to sell one in the city — Hudson Self-Start- 
ing — It makes a difference. — C A. Frits, 
Zanesville, O." 


AND speaking of building solid business 
" foundations, taking care of the owner in 
the right way is just as essential as getting 
the money for the sale. Some of your com- 
petitors are not taking care of their owners 
correctly and remember, they're making sales 
for you whenever one of their owners reaches 
the point of exasperation. 

Upon this subject is an extract from a let- 
ter written to the factory by a Massachusetts 
owner : 

"And now just a word for the HUDSON 
people, I do not think any makers take as 
much interest in their customers as they do 
and to anyone who owns a car that means a 
great deal. I bought my car from the Henley- 
Kimball Co., Boston. I found them splendid 
people to do business with. — A. P. Simpson, 
Concord Junction, Mass." 


I OU STRALOW, one of the HUDSON 
*-* testers, ran into a telegraph pole the other 
day and broke a wheel. A farmer taking his 
produce into Detroit, as is usual on such 
occasions, asked: "What's the matter boy, 
bust a wheel?" 

To which the tester replied, "No! Oh, no! 
only testing them out. You see this wheel is 
no good." 

Service Department Corner 


Mail the List to the 
Factory Today 

HPHE writer once handled two cars at re- 
* tail in New York city. One of them 
high-priced and nearly perfect inasmuch as 
it gave practically no trouble after delivery. 
The other was more attractive in price, — a 
better seller, — but its transmission, — Well!! 
— you have all had cars like it at some time 
or other. 

Of course, we never had less than twenty 
new transmissions in stock, but, — and here 
is the irony of it all — 

The worst knocker we had was a man 
who had been kept waiting ten days for a 
front wheel cone on one of the high-priced 

It was a part which, of course, we ought 
to have had, but for which we had never 
previously had any call. 

Our best booster was a doctor who had 
had nine new transmissions in as many 
months, but had never been held up more 
than a few hours at any time. He swore by 
the lower-priced car. 

You have, ere this, received the letter on 
the "Parts Question." 

You have heard the time-worn axiom "A 
satisfied customer, etc.," so often, and you 
believe it so thoroly that you probably never 
think about it. We're all like that anyway. 

But there are times when we have to rake 

up these hoary old antediluvians, and this 
is one of them! 

Without Service, customers become dis- 
satisfied. The dealer cannot give Service 
without the necessary equipment. Parts 
should stand in the foreground of that 

There is always a delay where parts have 
to be ordered from the factory— even tho 
we fill the order within five minutes of re- 
ceiving it. There is still the packing and 

The list of parts attached to our letter 
have been carefully compiled. Our bald- 
headed statistician has spent hours on com- , 
piling exhaustive lists, computing averages 
and working out percentages. 

We are increasing the Big Family's effi- 
ciency. Hudson Service is to be the most 
talked-of thing wherever buyers congregate 
— but don't let the improvement in Service 
please you to the extent of spoiling you. 

Some members of the Big Family have 
had such prompt shipments on parts from 
us that they have let their own stock grad- 
ually simmer away. 

Therefore, to be a credit to the Big Fam- 
ily, and to strengthen our position with 
our customers, let us all order out those 
parts at once and make boosters of every 

Mail In Your List of Parts Today. 


was wreathed in smiles. 

You will gather from these statistics that 
the gentleman we refer to as Mr. Irresistible 
force was in the habit of doing business on a 
cash basis. 

A Sound Business Principle 

HE IS the man who has given you and me, 
as members of the Big HUDSON Fam- 
ily, a great principle in business — cash. 

We hear complaints about the cost of high 
living, according to the nature of the par- 
ticular case referred to. Now, if every re- 
tailer in the United States did business on a 
cash basis — and didn't charge you and me for 
what he loses on the others by lax credit 
systems — there wouldn't be any h. c. of 1. 

C. of h. 1., only, would survive. 

And this is the great theme upon which 
George B. Levy, of Minneapolis, Minn., par- 
don neglecting the introduction, for he is none 
other than the man we disguised as Mr. Irre- 
sistible Force, above — operates. 

He is trying to wipe out the h. c. of 1. 

In Minneapolis he is doing it for owners 
of the New Self -Star ting HUDSON "3? 
by doing a strictly-100%-cash business. 

In his salesroom is a large sign. This in- 
dicates to the customer that adjustments are 
free for one year from the day of purchase 
of a New Self-Starting HUDSON "33." 
Also that repairs are for cash strictly. 

As Western District Manager, Dick Bacon, 
in his smiley, good-humored way emphasizes: 
'This is to be accepted by the customer as the 
literal truth and not as fiction. When a cus- 
tomer gets his car he pays the real iron simo- 
leons or he doesn't get the car." 

Now, Then, What's the Result ? 

AND all bills for sundries or anything else 
are settled at 6 p. m. on the day of pur- 
chase, less the allowed cash discount. 

At this point it is well to insert the foot- 
note that Cash Levy sleeps nights. No in- 
somnia in that section of the Big Family. 

For he knows exactly what the days in- 
come totals. He knows where he's at — which 
is the ideal condition in any business. If 
every business man knew where he was at 
every day or even every week or month, the 
60% to 75% of the businesses that fail would 
be healthy. 

Cash Levy knows that. And operates upon 
that intelligence. 

Now, then, as to the result of this. 

George Levy is noted in Minneapolis for 
the service with which he backs up the Self- 
Starting HUDSON "33." The service is the- 
answer to the smooth-running, always-in-ser- 
vice HUDSON S that you see on Minneapolis 

Cash Levy's cash policy enables him to give 
better service than any other Minneapolis 
automobile dealer. 

That sort of service is impossible with the 
capital on the books and not in the business. 

Cash Levy's capital is at his finger tips — 
not on the books. 

What Prospective Bayers Consider 

HENCE when a man contemplates the pur- 
chase of a HUDSON in Cash Levy's ter- 
ritory he knows in advance that the best type 
of service in America is his. 

That is the reputation this cash policy has 


man — the Irresistible Force — the business 
man of sound policies — can teach everyone of 
us something. And his principles are that 
flexible that he will learn something from you 
and me — from every member of the Big Fam- 
ily. For he is a student of the sale of auto- 

George, our hand— the Big Family is 
proud of the fact that it possesses the Father 
of the great principle of Cash Dealing in 
selling automobiles. 


THE HUDSON Owners' Bulletin, mailed 
* bi-monthly from the engineering depart- 
ment to all 1912 owners, is making a great hit 
The first issue went out the first of the month 
and another went out Nov. 15. Following up 
the announcement that all owners could now 
have self-starters on their cars, the Bi-Monthly 
Owners' Bulletin certainly tied the marriage 
knot between all owners and the Big Family. 
The enthusiasm in the letters the factory re- 
ceived was great. You never saw such a happy 
lot of correspondence. It was just the thing 

If you have not already sent in your com- 
plete list of owners, please get them in at once. 
This Bulletin minimizes the dealer's work and 
makes the owner the master of his own car. 
Don't deprive your owners of this valuable 
service. Get their names in at once, because 
we have copies waiting for all owners. You'll 
make a lot of closer friends by doing it — it will 
develop prospects for you, because the letter 
that goes out with the first number asks for 
names of prospects. The factory has turned a 
lot of names over to dealers as a result. 

Send the full list in to-day. 

Digitized by 


Published weekly by the Hudson Motor Car Co., in the interests of Hudson dealers. 

The Selling Points That Won My Order 

Written by Owners of the New Self-Starting Hudson "33" 

To Distributors, Dealers and Salesmen This Is Valuable Because Owners Tell You the Selling Points That Won Their 
Orders. Fortified by This Knowledge Sales Must Come Easier. It is Like Looking Into the Composite Brain of an Army of 
Owners Who Were Just Sold a HUDSON. The Points That Sold Them, Properly Handled, Will Win the Order of the Next 
Prospect Who Walks Into Your Salesroom. 

AUis-Chalmers Company, Boston, Mass. 

TWO years ago I had a Chalmers car which 
I understand was designed under the su- 
pervision of Mr. Coffin. This car gave very 
good satisfaction and being a thorough be- 
liever of the fact that any professional man 
gains efficiency and ability by experience, I 
was naturally anxious to see his next effort 
in this line which on inspection I found to be, 
in my mind, absolutely the best proposition 
anywhere near its price in the market. 

The motor in the "33" is, I believe, without 
exception, the cleanest-cut and best designed 
of American engines and possibly such for- 
eign engines as I have seen, with one excep- 
tion and that is the Renault. 

This high grade and well thought out de- 
sign seems to be incorporated in the remain- 
der of the car and this fact, together with 
the very courteous and gentlemanly treatment 
of your Boston agents, was what influenced 
me to purchase a Hudson Car. 

Regarding the bulletins which you are send- 
ing out with request as to whether or not 
users believe them desirable, would say that 
I consider this a very important and instruc- 
tive feature and one that will be heralded with 
great satisfaction by all of your customers. 

I wish to compliment you on the selection 
of your Boston representatives, as I have 
found Messrs. Henley and Kimball very pains- 
taking, careful and accommodating in all 

Northwestern Mutual Life Insurance Com- 
pany, Milwaukee, Wis. 

WHEN I first concluded to buy a Hudson 
I did not know of anyone who had one. 
The fact that Howard E. Coffin was its de- 
signer had its influence. 

Simplicity was another reason. What, how- 
ever, most appealed to my mechanical eye and 
sense was the compactness of its motor, its 
smooth business-like way of working, and that 
its working parts are protected from dust and 

That the motor dispenses with the belt- 
driven fan was also to my mind a point in its 
favor. Then, too, the staunchness of its driv- 
ing apparatus and the smoothness of the speed, 
driving and differential gears appealed to me. 
The foregoing I considered the essentials. In 
addition, however, the pleasing, classy lines 
of the body; the roominess both front and 

rear; the ease and smoothness of the steering 
gear and reliability of the brakes. I con- 
sidered also the accessibility of the several 
points requiring lubrication, aside from the 
splash system of the crank-case, meritorious. 
I may add that I have had no trouble what- 
ever with the car; have had no repair bills, 
not even tire trouble. The behavior of the 
car under load and on hills is all that could 
be desired. It responds to the work asked 
of it and in doing so purrs like a contented 


Fail River Bobbin & Shuttle Co., 

Fall River, Mass. 

IN studying the diagrams in your catalog, 
I became interested at once in the sim- 
plicity and the accessibility of the mechanism 
of the car, as shown by the illustrations of 
the same. 

The knowledge that Howard E. Coffin was 
designer of the car gave assurance that its 
construction would be of the best, also that 
there were nearly 1000 less parts to be looked 
after, presented the strongest of reasons why 
the Hudson "33" should be chosen. 

During a demonstration of a "33" by your 
agent, in this city, the silent and smooth-run- 
ning qualities of the car convinced me that it 
was the car best suited to my purpose, there- 
fore the order was placed with your agent, 
for immediate delivery of a 1912 Hudson "33." 

Blauvelt & Morrell, Nyack, N. Y. 

I CHOSE the Hudson "33,° for the follow- 
* ing reasons: 

1st Howard E. Coffin was the designer. 

2nd. On account of its simplicity. 

3rd. On account of its appearance. 

4th. From the fact of its being well spoken 
of by Hudson owners. 

Sth. From my own personal knowledge of 
cars and machinery on which I had several 
years of experience in my earlier life, and so 
far I have had no reason to regret my choice. 


Independent Die Company (Inc.), St Louis, 


I LIKE the way the Hudson engine is made 
and covered to protect from dust 
I also liked the general appearance of the 
car, which in my estimation is as classy as 
any of the high-priced cars. 

I thought that the man that designed the 
"Oldsmobile" and the "Chalmers" would cer- 
tainly make good in this attempt. 

I have now run my car nearly 2000 miles 
and so far there has been no adjustment made 
in the least since it came from the garage new. 

The car has proved everything claimed for 
it and more too, and I think anyone wanting 
a medium-priced car can invest in nothing bet- 
ter than a HUDSON "33." 

C. F. Calkins & Co., Ponca City, Okla. 

AM Y chief reason for buying a HUDSON 
*▼* was the very liberal amount of room be- 
tween the front seat and the dash. I became 
crippled when twelve years of age, leaving 
me with right hip stiff straight with my body, 
which will not permit me to sit in an upright 
position or have free use of my limb at hip 

I found that the HUDSON was the only 
car that I could purchase roomy enough in 
front to allow me to operate the car with ease. 

I found that other manufacturers asked me 
from $150.00 to $200.00 for the room that the 
HUDSON carried regularly. I also found 
that the HUDSON carried an equipment equal 
to other cars on the market at $1800 to $2000 
list, including multiple disc clutch, dual igni- 
tion system, roller bearings, large wheels, easy 
riding and was a pleasure to operate. 

St. Louis, Mo. 

A FRIEND of mine had a HUDSON "33" 
and liked it very much. I liked the straight 
lines, the silent engine, its simplicity and 
ability to take any hill. 

Another thing that impressed me very favor- 
ably was that the dealer, Mr. Phillips, brought 
out the strong points of the HUDSON with- 
out knocking any other car. 


Everest, Smith & Campbell, Oklahoma City, 


MY attention to the HUDSON car was at- 
tracted first by the fact that Mr. Coffin 
designed it, and knowing of his work in de- 
signing other machines, with the efficiency of 
which I was well acquainted, I became very 
much attracted by its straight, graceful lines, 
its long wheel base, excellent finish and com- 
plete appointment. 

When I was given an opportunity to ride in 
it, I was very much attracted by the ease with 

Digitized by VjOOQ iC 


which the machine operated, the power it de- 
veloped, the quiet running of the car over 
all kinds of roads and pavements, the large 
steering wheel which rendered it easy to guide 
the car, the convenience of the levers, making 
it but little work to control the car, its high 
comfortable backs and deep cushions, big tires 
which relieved the car and passengers of a 
great deal of jar, and the simplicity of the 
mechanism as compared with other cars, my 
information being that the HUDSON con- 
tains over nine hundred less parts than the 
average car. 

I was also attracted by the fact that a 1911 
model HUDSON was driven from Oklahoma 
City to Colorado Springs, a distance of ap- 
proximately five hundred miles, in less than 
two days, two hundred sixty-five miles being 
actually covered in one day without having 
to add any water to the radiator and no tire 
trouble whatever. 


Sales Manager, Lands Limited, Montreal, 


MY reason for buying a HUDSON motor 
is simple. 

In my business I require a strong car at a 
reasonable price. 

Secondly, a silent engine, as a car often does 
the same service as an office, inasmuch as that 
silence must prevail in order to carry on a 
business conversation, and these requisites I 
found in the HUDSON car. I may say I 
have had several cars in the last five years, and 
I find the HUDSON dis deratum. 


Advertising Manager, The National Cash 

Register Co., Dayton, Ohio 

THE fact that Howard E. Coffin, to my way 
of thinking the greatest designer and en- 
gineer in the automobile business, designed the 
HUDSON, had a great deal to do with my 
preferring it t;o any other car. 

New York City 

I CAN frankly state that I purchased a "33" 
for town driving on the choice of my chauf-. 
feur, Percy C. Williams, who has been with 
me for some years and has successively driven 

my Lozier, Panhard and Simplex. Finding 
these rather unwieldly to drive in the city, I 
left the selection of a town car to him and his 
choice of the HUDSON "33" has left nothing 
to be regretted by me. 

It is a fact that for nearly two years he per- 
suaded me not to purchase a town car until 
the right one came on the market. . 

Westminster, Md. 

FOR the simple reason that the HUDSON 
"33" happened to be the only car at what I 
considered a fair price that was ready for im- 
mediate delivery at the time, I concluded to 
buy it. I would say that I consider the pur- 
chase of it was due to blind luck, as it has 
given perfect satisfaction and since buying it 
I come in touch with a good many other 
HUDSON owners, all of whom speak enthu- 
siastically of the car. Since purchasing it, its 
many advantages have made themselves ap- 

Carr-Lee Grocery Company, Augusta, Ga. 

THREE reasons were responsible for my 
buying a HUDSON, having been a car 
owner and having driven for five years. 

First — I have found by experience it was 
safe to follow Mr. Coffin — having driven sev- 
eral cars of his design. 

I owned one HUDSON before and my cost 
of upkeep for four thousand miles was abso- 
lutely nothing — not a penny did I spend — and 
I found greater pleasure and satisfaction than 
with other cars I have owned costing nearly 
double the price. 

Third — Its simple dust-proof silent motor 
appealed to me as the greatest achievement in 
motor construction of the day. 

Manteno, III. 

THE first reason why I bought a HUDSON 
"33" was because of the simplicity of the 
well constructed engine and of the confidence 
I had in the makers. 

Second — Because of the lubrication system 
with the sight-feed on the dash. 

Third — Because of the easy-riding and 
noiseless running of the car. 


William J. Maurer, of Maurer & Hartman, 
the HUDSON dealers at Freeport, 111., have 
thrown away the crank on their demonstrator 
and are delighted with the constant, never- 
failing action of the starting device. But let 
Bill Maurer tell it: 

"We have attached two starters sent us and 
had no trouble whatever in attaching them. 
We have removed the starting crank from 
our demonstrator and the engine has not re* 
fused to start although the weather has been 
cold and almost down to zero. 

"We think the HUDSON has the most 
perfect starter of any used and cannot see in 
what way it could be improved. — William J. 


AL. MAXWELL, the Lawrenceville, 111., 
• HUDSON dealer who also owns the re- 
tiring corn— recently chronicled in the TRI- 
ANGLE— is hitting only the high spots keep- 
ing up with the promises the TRIANGLE 
made for him. The Big Family's money is 
on A. L. Here is an extract from his letter: 
"The writer now wants to personally 
thank you for your exceedingly kind words 
published in the Triangle. If we could only 
make good on all the nice things you have 
said, Hudson business will certainly be lively 
in this part of the country, and we don't 
mind saying that we still expect to do our 
best to make it so. — A. L. Maxwell." 

and the business is piling up for the Lambert 
Auto Company at a rapid clip. He has the 
reputation of having the greatest service de- 
partment in his section of Maryland. 

(^EORGE B. LEVY, otherwise known as 
^"Cash Levy," the HUDSON distributor 
at Minneapolis, was another visitor at the fac- 
tory. He took 7 sales away from one com- 
petitor in Minneapolis the week before he 
visited the factory. In Minneapolis they like 
cash policies. George sides with Rockefeller, 
Morgan and the plutocrats when he talks 
money matters. 

MANAGER BENSON, the Syracuse dis- 
1VI tributor for the HUDSON, was another 
factory visitor. Mr. Benson is to be a con- 
tributor to the TRIANGLE. He is preparing 
an article that tells how he sold "The Cun- 
ning Buyer." 


FP. BAWDEN of the Pacific Motor Car 
• Company, the HUDSON distributors at 
Spokane, tipped the factory off that the ma- 
terial that applies to buyers of cars in the 
TRIANGLE is yours, gratis. If it is a good 
letter from an owner — or a letter from a great 
automobile manufacturer like that from Presi- 
dent Joy of the Packard in the last number of 
the TRIANGLE— or a cut, or anything, ask 
us for it. Merely requesting it makes it yours, 
gratis. The TRIANGLE doesn't know what 
Mr. Bawden is going to do with the Burman 
cut ; probably going to use it in a news article 
in Spokane newspapers or for an ad. Here is 
his letter : 

"Please send me at once for advertising 
purposes a half-tone cut of Mr. Bob Burman 
as illustrated in the HUDSON TRIANGLE 
No. 4, dated Nov. 4. — Pacific Motor Car Com- 
pany, per F. P. Bawden." 

Still Another Group of Members of the Big Family 

Top Row— H. Russell Wilson, Montreal. Canada ; J. M. Morse, Colorado Springs, Colo.; Jos. Albel, Winona, Minn.; A. A. DeLong, Monfort, Wis.; 

A. W. Moody. Elgin, 111.; Jimmie W. Men hall. Beloit, Wis.; E. E. Huffhiner, Dallas, Texas. 

Bottom Row— C. Mitchell. Victoria, B. C; C. M. Grady. Denver, Colo.; Alex. Beveridge, Salt Lake City, Utah ; Guy L. Smith, Omaha, Nebr.; A. F. Grove, York, Pa. 

Digitized by VjiOOQ IC 


The Conservative Buyer 


General Manager, Tha A. Elliott Rannay Companr 

Naw York 


Y first impression was correct. He was 
1 the conservative type of buyer. I had 
L watched him from the rear of our 
salesroom as he carefully surveyed a 
green torpedo through the window, then as he 
slowly walked to the door and entered. 

Looking about I no- 
ticed that our salesmen 
were all engaged at the 

Selling always had a 
wonderful fascination 
for me and having 
reached a temporary lull 
in my day's routine, I 
felt that this was an op- 
portunity to add another 
recruit to the army of 
Hudson Owners. 

Good nature is con- 
tagious and a smile, one 
of the salesman's most 
valuable assets ; there- 
fore with a pleasant 
greeting and my usual 
smile I advanced toward our visitor. 

We at first stood beside the torpedo — the 
same one he had seen through the window. 
The first thing he said was I do not fancy 
your color scheme." 

I explained that this was optional and that 
we could furnish him with the Standard blue- 

This seemed to please him. 

Talks Howard E. Coffin 

WTE had a chassis on the floor and I went 
w over this with him point by point, em- 
phasizing the strength of every part and ex- 
plaining how simplicity meant lower cost of 
upkeep, at the same time trying to keep this 
one idea in his mind: 

Mr. Coffin is the leading automobile engineer 
of the country. 

I directed his attention to the motor, point- 
ing to the enclosed valves and the position 
of the magneto and water pump, the absence 
of the fan doing away with any amount of 
unnecessary trouble. 

Explain* the Self-Starter 

I NEXT had him try the seat behind the 

* steering wheel and sitting alongside of him 
turned the little crank, touched the button 
and started the motor for him. 

He evidently saw what he thought was an 
objectionable feature for he remarked that 
starting with acetylene gas struck him as not 
being a very good practice. 

I supposed that someone had been talking 
with him and proceeded to explain in the 
following manner: 

"Years ago," I said f "a good many people 
were afraid of gasoline. Now the use of 
acetylene for lighting purposes is universal, 
no one considers the practice dangerous. 

"The use of acetylene as a power fuel in 
starting a motor is, if anything, less danger- 
ous, for if too much acetylene were admitted 
to the cylinders it would act in precisely the 
same manner as too rich a mixture from the 
carburetor, because with too much acetylene 
the proportion of air would be reduced to such 
an extent that ignition would not be possible." 

This seemed to satisfy him. 

Shows Him Service Department 

I SUGGESTED that he take a demonstration, 

* to which he assented. As he was seated in 
the car I inquired of him as to whether he 
wanted a demonstration of speed or would he 
rather drive slowly, and suggested that he tell 
our demonstrator as he went along as to the 

rate of speed that he desired, varying the rate 
from the level to hilly roads to suit himself. 

He soon came back wearing a pleasant smile 
and I was convinced that the demonstration 
was satisfactory. 

I suggested to him that he go over our 
plant with me. 

I took him through the stock room, showed 
him how we were able to take care of our 
customers or any Hudson owners who might 
be touring through our territory, acquainted 
him with the working of our Service Depart- 
ment, as to the manner and methods. 

— And He Bought the Hudson 

HE seemed so well pleased that he said: 
"I had made up my mind to buy an- 
other car, as I have for a personal friend the 
President of a Company which sells a car in 
the same class as the Hudson, but I am so con- 
vinced that your methods are right, that your 
treatment toward me will be the best, that I 
would rather have the kind of attention you 
have been giving me regardless of expense, 
than to take a chance of being allowed to 
shift for myself in case of trouble. 

"I have heard considerable about your Serv- 
ice Department and am now convinced to my 
entire satisfaction of the truthfulness of the 
statements that I have heard, and I am sat- 
isfied that I can buy a Hudson car and re- 

ceive the best attention possible at your hands." 
He has since proven one of our many good 
salesmen and takes great pleasure in assisting 
us in the sale of Hudson cars. 




THE TRIANGLE doesn't mean to be 
* brutal, but if some of us were reporters 
for any other paper than the TRIANGLE, 
we'd get fired before the noon edition went 
to press. 

That is to say, those of the Big Family 
who haven't yet written a story of their ideas 
— gleaned from their experiences in their own 
territory — would get fired on the grounds of 
absence of ideas. 

You are a contributor to the TRIANGLE. 
A part of the job is to give the TRIANGLE 
a story a month — at least. Give us your 
ideas—the things you'd talk about at a meet- 
ing of all the HUDSON distributors and 
dealers in the United States. The ideas that 
develop from sales you make, and from sales 
you've lost. Nowadays any contributor or re- 
porter who writes flossy language doesn't last 
twenty minutes. We don't want flossy words. 
Tell it the way you talk it. Ifs the thought, 
the idea — not the calibre of words. 

Write this on your memo pad: "Write a 
story about for the TRI- 
ANGLE tonight" Do it, will you? We'll 
look for your story this week. 

Great New Selling Book—Just Out; 

Also Strong Book On Salesmanship 

THE advertising 
* department at the 
factory this week 
took from the press- 
es many thousands 
of copies of a great 
new book that will 
help you sell cars. It 
is entitled "The New 
Self-Starting HUD- 
SON "33." 

This book, a mas- 
terpiece in attention- 
value, is intensely in- 
teresting to owners, 
for it tells of the 
latest automobile de- 
velopment, the self-starter. It explains them 
all and tells why Howard E. Coffin would 
O. K. only the simple, successful device with 
which the New Self-Starting HUDSON "33" 
is equipped. It also tells of other advanced 
features of the car — and it will help you sell 

. The shipping department has your allotment 
of these new books wrapped up waiting your 
order for them. As quickly as your order 
blank — below — is received the books will go 
forward to you, without charge. 


vo«*a ■•T«i «•■ C*«P*a 

" AtfMMbife Salcsmisfcif " 

EVERY distributor 
and every dealer, 
every salesman, who 
has not read the book 
"Automobile Sales- 
manship," written by 
Advertising Manager 
C. C. Winningham, 
has probably lost a 
number of sales in 
consequence. It tells 
the successful selling 
plans, the ideas, the 
methods that have 
sold the greatest x ~ '-— * 

number of cars for HUDSON salesmen. 
It tells every minute point about selling 
automobiles, clear up to closing a sale. 
This book — parts of which were reprinted in 
and advertising magazine — will help any man 
sell more goods — make more money. 

So let's not lose any more sales; nail the 
sales we've lost by not reading this great sell- 
ing book—declared the greatest of its kind 
ever written. One copy, addressed in your 
name, is awaiting the receipt of your order. 
The blank is below. Be sure you get your copy. 

Please use this coupon when ordering — Mail it right away to avoid delay. 

j ice mjuukb \+uupun 



Detroit, Mich. 

Send me without cost the books marked jX below. I will gladly use 

Place x in D " The New Self-Starting HUDSON '33'." 
Proper Square Q "Automobile Salesmanship," by C. C. Winningham. 







Digitized by 


Dealers Who Seized the 

ain Chance 

A FEW years ago the treasurer of the At- 
lantic States Division of the U. S. Ex- 
press Company inhaled a motoring 
germ and by way of applying homeo- 
pathic doctrines to aforesaid germ (the homeo- 
pathic doctrine being that "like cures like," 
and, also, "like kills like" if a killing is essen- 
tial to the cure) he bought a skittish steam 
car at a tax of $450. 

It was taxation without representation. 

The steam car belched flame like a Chinese 
dragon, kicked, snorted and bucked like the 
Wild Mare of the Sierras, and roared like the 
composite African lion. 

It was a good homeopathic remedy. The 
germ died. 

One day the entrails of the beast went 
wrong. When the treasurer — a lucky coinci- 
dence to be a treasurer at this point — "opened 
her up" as the railroad engineers say, she 
would r*ar up and kick off a hind wheel. 

In trying to disconnect the hind wheels from 
the nerve centers of the varmint the treasurer 
sliced off two copper intestines. 

The skittish steam car followed the germ to 
the grave. 

Willi* Was Hi* Problem 

THE treasurer lost a lot of respect for motor 
car manufacturers in general. His barom- 
eter of respect fell so low that he decided he, 
a treasurer, a layman, would build an auto- 
mobile himself! 

He calculated the car he'd build could knock 
a chip off the shoulder of any steam car in 

When the day's treasuring was done, he'd 
go out in the barn and work away for hours. 
He'd work on Sunday when he should have 
been at church. For he was fighting out a 
great battle. 

For weeks he toiled. 

The biggest manufacturing problem, how- 
ever, was little Willie— age 1 year— who dipped 
a toothbrush into the green paint can and went 
through the motions of cleaning his teeth — 
with green paint. 

Finally the car was built. It ran in great 
shape. No question about it. 

It wasn't any time before some one offered 
a respectable figure for the car. The treasu- 
rer, naturally, snapped it up. 

That gave him the idea that, if cars sold as 
easy as that, he'd get into the business in 

Quits Treasuring for Agency 

SO at the next New York Automobile Show, 
we find ^-Treasurer L. E. Lambert, of the 
U. S. Express Company, with former offices 
at Baltimore, looking around for excitement 
and possible business opportunities. 


He heard a stranger say that. whoever hap- 
pened to get the Baltimore agency for a cer- 
tain car, would get an order for 30 cars from 
him. Being from Baltimore it excited him. 
He determined to win that 30-car order. 

He hunted around until he found the man 
who had the power to assign the agency. Then 
he took the Baltimore territory contract away 
with him, hunted up the stranger, took his 
order for 30 cars and put a red ring around 
the date on the office calendar. It was a great 

L. E. Lambert seized the main chance two 
years ago. With both hands. 

The Lambert Auto Company, Baltimore, is 
just occupying its new $50,000 showroom — giv- 
ing the New Self-Starting HUDSON 'V 
the finest staging of any car, bar none, in Bal- 

He Does an Immense Business 

«f AMBERT, BALTIMORE," (as he signs 
^himself) does a tremendous business. 
He has actually got the service proposition 
down to such a fine point that some of his 
owners would be afraid to buy another car. 
Several such cases have happened in Balti- 
An instance of Lambert Service: 
A man's whole family had endeavored to 
persuade him to buy another HUDSON. The 
man himself believed he'd buy a C — 

"You leave the matter in my hands," Mr. 
Lambert ordered. "He'll buy a HUDSON. 
He's afraid not to. He knows he can't get the 

About a week later the prospective owner 
walked into the salesroom and left his order. 

Service sold that car. 

That's the way Lambert does business. 

He is a thorough business man, keen, level- 
headed, knows his business and grants that 
every other man knows his, meets competi- 
tion squarely, and above all he gets the orders. 

And that s the answer to the question of 

One Idea of Service 

LE. LAMBERT never forgets an owner's 
• needs. The other day he learned a new 
point about his pump. 

That afternoon he wrote a special bulletin 
to every owner. The next morning every 
owner of a HUDSON in Baltimore and every 
dealer and salesman in his distributing terri- 
tory were familiar with the fact 

These and myriad other courtesies that are 
captioned "service" are Mr. Lambert's hob- 
bies. They are part of his selling equipment 

He signs his ads "Lambert," and people in 
his section of the country know that Lambert 
is the synonvm for service. 

The fact that he is far outstripping competi- 
tion—that the HUDSON is doing the big busi- 
ness in Baltimore — that whenever a Baltimore 
man is exacting about service, he buys of Lam- 
bert — these are the things that make the 
HUDSON'S Baltimore home stick out from 
its surroundings. 

It is holding to sound business principles 
that have made the Baltimore section of die 
Big Family stifle its competition. And L. E. 
Lambert is the man responsible. 

L. E., you are the Big Family's main chance 
— may your sales grow bigger every week. We 
know they will. 


LOUIS GEYLER, president of the Louis 
Geyler Company, distributors for the 
HUDSON in Chicago, likes the idea of the 
TRIANGLE because it cements us all to- 
gether as the Big HUDSON Bunch. Read 
this extract from his letter, telling his im- 
pressions : 

"I think the idea of running the TRI- 
ANGLE, as you do, is a mighty good one. I 
know that the salesmen here and in fact, 
everyone connected with the place looks 
forward to its coming each week, as there 
are a mighty lot of things connected with a 
publication of this kind that helps cement 
the good feeling, not alone between the agent, 
but with the employes of the agent. It 
makes us all a Big HUDSON Bunch and 
that is what we want after all. — Louis Gey- 
ler, President." 

Hoopeston, 111. 

IT wasn't for one reason alone that I bought 
a HUDSON "33." First, its designer had 
much to do with it, then its past record had 
much to do with it, although it has not been in 
existence as long as many other machines. It 
is simple, with fewer parts to get out of order, 
and wear out* and with a great power plant. 
Well designed, quiet and powerful. The whole 
car meets the admiration of everyone. 

Last and best of all is the promptness and 
generosity of the company in making repairs 
and improvements even on cars already sold. 

Then one more thing, I have owned cars of 
different makes and have had to have chauf- 
feurs for them all but can drive this one my- 
self on account of its simplicity and easy 

Warren, R. I. 

I HAVE alwavs heard the Hudson car spoken 
* of very highly. 

Have always been pleased with lines and 
style of the car and the fact of its being con- 
structed with fewer parts was also a great 
inducement to purchase. Also the silent-run- 
ning motor of which everybody speaks. 

The reputation the company bears for taking 
care of the customer was a great factor. 

I am in a position to meet people from dif- 
ferent parts of the country, and to a man they 
all spoke very highly, which assures a man 
that he has made no mistake in his purchase. 

Last of all, the fact that Mr. Coffin, of whom 
I have read about and admire as a designer 
and whom I believe puts nothing on the mar- 
ket until it has proven worthy, designed this 
car, was the one great inducement which 
brought me to the point of purchasing the 
Hudson car. 

Digitized by 


Published weekly by the Hudson Motor Car Co., in the interests of Hudson dealers. 

How to Avoid Cutting Prices 

Sure Way of Showing Buyer that HUDSON Cars are the Same Price to All. Answers 
Nearly Every Demand for a Discount. 

TO SECURE an order from the buyer 
who asks a discount it is necessary 
that you convince him that HUDSONS 
sell at the same price everywhere and 
that there is no exception to the rule that the 
published price must be paid. 

But the mere statement to that effect is 
generally looked upon with misgiving and 
your difficulty is in convincing the buyer 
that you mean what you say. 

Everyone objects to paying more for an 
article than others pay. So long as it seems 
to be the custom to quote one price and accept 
another, just that long will the automobile 
buying public "dicker" and "shop" for low 

But establish the fact that upon the HUD- 
SON there is no exception — that every buyer 
looks alike and by that act alone you have 
gained a friend and customer. 

How One-Price-to-All Was Born 

THIS has been the experience in all lines 
of merchandise. It has not been long 
since buyers haggled and bartered for every- 
thing. The "one price" idea was unknown 
up to about 30 years ago when John Wana- 
maker inaugurated the policy in Philadelphia. 
There is not an important mercantile house 
in America that does not now enforce that 
rule. Automobile makers and dealers have 
got to take up the plan. Of course it is up- 
hill work to convince the public that you and 
the HUDSON are exceptions to the general 

This article shows how it can be accom- 
plished; but before the details of the plan 
are outlined let us consider the buyer's point 
of view. 

When any buyer obtains any article at less 
than the price first asked for it, he first con- 
gratulates himself upon this evidence of his 
shrewd buying ability. Then doubt takes 
possession of him and he begins to think that 
instead of having been a clever buyer he has 
been duped for he feels that if he could secure 
a discount, an abler buyer must have bought 
to better advantage. 

He distrusts the seller for he thinks if a 
concession has been granted him, then hasn't 
a greater discount been given to other buyers ? 

Naturally enough, such is usually the case. 

Becomes An Expensive Nuisance 

CROM that moment on, such a customer be- 
* comes an expensive nuisance. He is always 
demanding more. He thus sets himself to 
obtaining in every imaginable way, service, 

parts, etc., to make up with a generous ad- 
ditional, for the disadvantage he thinks he 
has been put to by reason of some one else 
having bought lower than he. 

In the negotiation of the sale, when two or 
more cars are offered at a discount, the buyer 
loses sight of values and of even the price 
he is to pay. He then sees only the figure 
which represents his apparent saving. 

Thus a $1500 value quoted at $2000 and 
offered at $1500 is not considered in compari- 
son with a car worth actually, say $1250, listed 
at $1500 and offered at its lowest figure of 

The reason is that the buyer sees in one a 
saving of $500 and in the other a saving only 
of $250 and being just an average human 
being he will most likely convince himself by 
paying $250 more, the difference between 
$1250 and $1500 he saves $250. 

Show That View Point i s Fallacy 

VOU successfully overcome that argument 
1 by showing the fallacy of such a view 
point. The thought may never have occurred 
to the buyer but if you will point it out to 
"the next man who asks for a discount, just 
about as it is here given, you will find it 
makes him see that he should buy no car 
because the price is cut. 

Of course you will have shown him the 
value and that service is impossible where 
profits are sacrificed, and you will have led 
him to understand that "discount" cars can 
never be resold without a sacrifice for there 
having been no fixed price on them when new 
they can have no fixed price when second- 
hand. No matter how satisfactory, in a serv- 
ice sense, the car may have been, its value is 
questioned because valuations are judged 
almost wholly upon the basis of price. 

The Special Order Blank 

WE ARE furnishing all HUDSON dealers 
w with a special order blank, which enu- 
merates all items in the buyer's purchase. 
These blanks are made in triplicate. The 
buyer signs the order and two copies of order 
and signature are made. The original copy 
is retained by the dealer; one copy is given 
to the buyer and the third copy is sent to the 

The sales clinching argument is made by 
your explaining that the factory requires that 
all HUDSONS be sold at list price; that you 
and all other dealers have signed a contract 
to that effect and that violation means the 
forfeiture of the contract. 

The order blank shows how this is operated 
and how you can convince the buyer that any 
deviation in price becomes known to the fac- 

Then when you show the importance to 
your business of retaining the HUDSON 
line in which you have your capital and 
future invested, you sum up your solicita- 
tion by saying "you can't ask me to run the 
risk of such loss just for the opportunity of 
selling you a car at a cut price." 

If you have properly impressed the buyer 
that HUDSON cars are the exception to the 
rule and that you mean precisely what you 
say, the cut price argument, so far as you and 
the HUDSON are concerned, has ceased to 
stand between you and the order. 

// you want to follow that plan, send for 
copies of orders and further details. 


p\ID your ears tingle on Wednesday, the 
*-^ 22nd? Or did your nose itch? 

G. W. Blake was talking about us — or 
rather dictating a letter to the Big Family 
as to his impressions of you and I and the 
rest. Here are G. W.'s good words: 

"Upon the return of my man Grover 
Youn$, and the arrival of Mr. Morse, it 
was indeed most gratifying to hear the 
expressions in confirmation of my expres- 
sions of the bountiful care and attention 
shown to the Hudson family. 

I wish to thank you in my simple way 
for the unlimited service you extend to 
Hudson dealers at every turn of the road. 
Words cannot express my gratitude to you, 
or my appreciation of the way you handle 
your business, and it is with absolute sin- 
cerity that I say that in my twelve years 
experience with Automobiles, and their 
Manufacturers, you are the 'whitest' out- 
fit I ever knew, and I cannot restrict that re- 
mark to everybody I ever did business with, 
and do not forget for a minute that even 
if Blake is 'a little fry' out in the wild and 
wooly West, he is just as sincere and pro- 
found in his devotion to the Hudson and 
its organization and policies as any dealer 
that they have. 

"Again thanking you for the courtesies 
extended to my men while at your factory, 
I remain, as ever, Your Loyal Agent, 
G. W. Blake." 


WITH the constantly increasing popu- 
larity of the New Self-Starting 
HUDSON "33" a new note in auto- 
mobile selling is being struck. 

Wealthy Americans are wondering why 
they pay from $5,000 to $15,000 for foreign- 
made cars, when right here in their own 
country, is the car that outstrips foreign- 
made cars in SERVICE— the thing the man 
of wealth lays down his money for. 

That stage of wonderment is to-day evolv- 
ing itself into sales to scores upon scores of 

The Most Important Thing : Get The Order ! 

Digitized by 



men who up to this year bought only imported 

Now there's a tip in that — a selling tip. The 
landslide of buyers of imported cars to the 
New Self-Starting HUDSON "33" that is 
taking place in some cities, is logical in your 
city, too. Why not get after some of these 
foreign-car owners? 

Get after them quick and strong — keep 
after them and you 11 get their orders the 
moment you awaken them to a truth that is 
dawning over the country. Here is one let- 
ter on this subject from E. Virgil Neal, 
president of the To-Kalon Manufacturing 
Company, New York: 

"My HUDSON automobile is the first 
American car that I have bought for a num- 
ber of years. I own a 80 H. P. six-cylinder 
DeDietrich, which I leave in Paris. I also 
have a Renault there. I have also owned a 
Mercedes and a Delauney-Belleville and sev- 
eral other automobiles. You make one of 
the most beautiful cars that I have ever seen. 
It has excited a great deal of favorable com- 
ment. It runs very silently and seems to be 
perfectly fitted to city use. 

"My brother-in-law, who is president of 
the Railway Steel Spring Company, has 
always bought Packard cars, and he was 
reatly impressed with the HUDSON. — E. 
/irgil Neal, President To-Kalon Manufac- 
turing Company, New York." 



UIS MAJESTY, King George V of Great 
Britain, owns a Daimler. So does Lord 
Harrington, M. F. H., Elvaston Castle, Derby. 
His lordship also owns a HUDSON and 
he is getting more genuine motoring enjoy- 
ment out of his HUDSON than his higher- 
priced car furnishes him. 

Which suggests the idea that His Majesty 
ought to own a HUDSON, too, in order to 
know this master car. We present Lord Har- 
rington's letter: 

Elvaston Castle, Derby, Sth Nov. 1911. 
''My Dear Mr. Rawlinson. 

"I have had your car out every day since 
the 19th of October, Sundays excepted, and I 
cannot pick a single hole in it, on the con- 
trary, I think it the best car I have ever had. 
"As a hunting car, it has many advantages 
being so light the tires do not get punctured 
and it burns less than half the petrol that I 
use for my Daimler car. It is the best hill 
climber I have ever seen and the easiest car 
to drive. 

"I have kept a careful record of its work- 
ing, I have now driven 862 miles and have 
never had to stop for any breakdown or 
puncture; this car nas used for this 862 miles, 
38 gallons of petrol, and 3 quarts of lubri- 
cating oil. 

"I have found the cape hood roost useful 
during this wet weather. — Harrington." 

The Rawlinson Hudson Company having 
wired to ask permission to make use of above, 
received the following reply: 

"Use my letter in any way you like but I 
think I could write you a better one if you 
want it for a testimonial. — Harrington." 

The death of Leroy Holland, salesman for 
Leroy Leighton, the HUDSON dealer at Wor- 
cester, Mass., occurred November 15. Mr. 
Rolland met death either in an automobile col- 
lision or by being struck by a street car. His 
body was found upon the street car tracks, 
shortly after the time o f the collision. Whether 
the collision or the car caused his death is 
unknown. The Big Family extends its heart- 
felt sympathy to relatives, friends and close 
business associates of Mr. Rolland. He was 
known as an energetic, thorough worker and 
a strong HUDSON enthusiast. 

Strategy That Stifled Competitors' Canards 

The Northwestern Garage & Storage Co., Kansas City, Kansas. 

After the TRIANGLE printed the an- 
nouncement of the splendid book conceived 
by Mr. Jennings, many inquiries were received 
for copies. About 200 copies were sent out 
to dealers and distributors. The book sold 
cars. The interesting story of the purpose of 
the book and its results is here told by Mr. 
Jennings, himself. 

HOW the idea of our Hudson-Souvenir 
book originated was so that we 
might have something to hand out 
to prospective purchasers of Hudson 
cars that was one of the strongest argu- 
ments we could produce, viz., referring 
them to Hudson owners in this city, as all 
of them have found their cars to be abso- 
lutely satisfactory, and in fact have cost 
them much less to maintain than they really 

It is unnecessary to say that competition in 
the automobile line is very severe, and pos- 
sibly each local agent thinks that the com- 
petition he has in his particular territory is 
the most severe. 

Altho it is very strong in this city, we have 
succeeded in preventing our several competi- 
tors in disposing of practically any cars that 
are any way near in competition with the 
Hudson in price. 

For instance, the A , the O , and 

R agents have not been able to dispose 

of even their demonstrators, while the 1 

C have been successful in selling two 

cars, one their 1911 demonstrator and the > 
other a runabout. 

The F have sold a few cars, but not ! 

to any great extent, and really, we could not ) 
hope to effect sales to people who have not 
sufficient funds to buy anything more than the j 
low-priced cars. 

Competition Resorts to Bad Practice 1 

OUR competitors, realizing that we were 
securing all the business, have resorted 1 
to everything possible to use as arguments | 
and at last started the news to circulating that 
a number of our Hudson owners were very 

desirous of disposing of their cars at a sacri- 
fice in order to secure such makes as our com- 
petitors were offering for sale. 

In order to rebut this argument, we con- 
ceived the idea of publishing this book, giv- 
ing the personal letters of each Hudson owner 
and at the same time portraying fac simile 
letters which would give their telephone, 
address and business location, so that if any ; 
prospective buyer so desired, they could call 
on these people personally or 'phone them that 
they might verify the statements made in the 
letters portrayed in this publication. 

While practically all Hudson owners are 
very generally known locally — as most of 
them are business and professional men — wc 
thought the idea of portraying their likeness 
in this publication would have a tendency to 
familiarize any persons to whom they were 
not acquainted, and should they be likely to 
meet them on the street, they could ask them 
personally as to the satisfaction attained from 
their machines. 

A Wonderful Selling Book 

VftfE HAVE found this a wonderful bene- 
** fit to us and it has absolutely stopped 
any canards from our competitors as to the 
dissatisfaction of Hudson owners. The only 
arguments they have been able to produce was 
that the Hudson cars would not stand up and 
we have proven to them that their assertions 
are false, as we have not allowed a single 
Hudson owner in Kansas City to spend one 
cent for repairs upon his machine outside of 
tire trouble. 

In issuing this publication, we secured a 
sufficient number to allow us to place in the 
hands of all those who we felt would be likely 
prospects for motor cars, and it is inciting a 
great, deal of inquiry. 

We have been able to trace back to this 
publication several sales and a long list of 
lively prospects. 

We have also mailed to the leading garages 
in Kansas and Missouri a copy of this pub- 


THE New Self-Starting HUDSON "3? 
* demonstrating car of H. B. Gray, the 
Fort Plains, N. Y., distributor, is crankless. 
Mr. Gray demonstrates without a crank en- 
tirely and claims that the factory's estimate 
of 98 starts out of each possible 100 is 2% 
shy of correctness. "Every HUDSON will 

show 100% of starts," declares Mr. Gray, "if 
factory instructions are carried out to the let- 
ter." Mr. Gray is always careful to open his 
throttle when stopping his motor, thus he 
never stops on dead center, and hence gets 
100% starts. Judging from the way Fort 
Plain is buying HUDSONS, his enthusiasm is 

Salesrooms of The Hudson Sales Company 

Digitized by 


Digitized by 


Digitized by 



How to Develop a Mailing List 

Single plan by which a stenographer and inexpensive office equipment drams up prospects 
that can be reached in no other manner. 

A MAILING list is a list of names of sup- 
"^ posed prospective buyers to whom at 
regular and persistent intervals, literature is 
sent through the mails describing the car and 
asking the person addressed to call to see the 

By such a means a constant "drumming 1 ' 
can be waged upon a large number of pros- 
pective buyers and thus eliminate much of 
the useless hard personal solicitation. When 
a reply is received that indicates a serious 
interest the salesman then can call on the 

The value of this kind of work is shown 
by the fact that all the business of Sears- 
Roebuck & Co., said to exceed $75,000,000 a 
year, is created, solely through that kind of 
salesmanship. Hundreds of firms in all parts 
of the land depend upon the mails entirely 
for carrying their messages and trade solici- 
ting arguments to their customers and pros- 
pective customers. 

The Method of Stirring Up Trade 

PRACTICALLY every automobile manu- 
facturer distributes thousands of pieces 
of literature to prospective buyers every day. 

The most successful retail firms, almost 
without exception, use this method of stir- 
ring up trade. 

A list of names can be secured by keeping 
the addresses of those who come to the store 
to see the car, but who for some reason or 
other do not buy. Friends and customers 
are constantly giving you the names and 
addresses of people whom they think might 
be interested in a car. 

Doctors all want automobiles. They are 
buying in larger quantities than are men of 
any other profession. They realize that the 
man who has an automobile can do more 
work, see more patients and that from the 
fact that the ownership of a car gives a 
doctor a prestige which increases his prac- 
tice, it is essential that he own an automobile. 
Therefore, the names of prospering doctors 
should be on your list of prospective buyers 
to whom you should send literature describ- 
ing the HUDSON. 

You can get the names of physicians from 
the secretary of the local medical society or 
from the county health officer. He can prob- 
ably tell you what doctors are so financially 
situated that they can buy a car. 

From the Tax List 

LAND owners pay taxes and from the 
county treasurer you can get the names 
and addresses of those who pay taxes on 
property of sufficient value as to indicate 
their ability to buy a car. This applies to 
owners of both city and farm property. 

High salaried men who manage big busi- 
nesses, big salesmen, insurance solicitors, in- 
spectors, etc, listed in city directories, are 
biown as leaders in business and belong to 
clubs. They should be on your mailing list 

Merchants, brokers and other prosperous 
business men, real estate dealers, leading 
lawyers and farmers should receive your 

These names should all be entered on cards 
(see instructions under chapter "HOW TO 
TEM," in Dec 23 Triangle), and at regu- 
lar intervals you should send letters, cards 
and other literature that the company will 
furnish you. 

Handsome Prof it front Small 

oDME may think that this method does not 
^ get profitable results. They have known 
of instances where thousands of letters have 
been mailed. It has seemed to be a useless 
effort. A clerk has been kept on the work con- 
stantly. Several dollars have been paid out 
for postage. The answer is that the usual 
amount allowed on the sale of just one car 
will pay for all this work. Your returns don't 
need to be large to pay handsomely for the 

Write the advertising department if you 
want help in preparing circular letters and if 
you want advertising matter suitable for cir- 

$20 FOR 12,000 MILES 

C C. FOSTER, Jr., general manager of the 
* Madison Automobile and Machine Com- 
pany, HUDSON dealers at Madison, Ga., 
certainly believes in the product he sells. 
His personal car ran 12,000 miles and cost but 
$20 for repairs. Naturally he has the basis 
for selling scores of HUDSONS in what his 
own car has done — 

But let him tell it: 

"I read the HUDSON TRIANGLE with 
much interest. We sell only the HUDSON, 
and I have a 1911 model that I have driven 
on all kinds of roads, and to date this grand 
car has been over twelve thousand miles, 
and my repair bill has been less than $20.00. 
It is wonderful to think of that, I have 
never had a spark plug out of the car, and 
the meter has never cost me a cent of 

"I use the car for all kinds of work, as I 
send it out to pull in large cars to the shop 
and never has it failed to pull regardless of 
the weight of the car that was being drawn. 
I know from experience that the HUDSON 
"33" is the best car in the world regard- 
less of cost, and it is a pleasure to sell, as 
those that I have sold are giving the very 
best of service. — T. C. Foster, Jr., Gen. 

Service Department Corner- 


How to Make It Pay 
Doable Profits. 

mad by the apparent reflection upon his own 
financial position. 

SOME few months ago an owner of a 
Hudson "Twenty" in a small town in 
New York State advised us that his i Fortunately, we do not have many such 
radiator had developed a small leak and cases and hope to have fewer and fewer as we 
he felt that he was entitled to a new radiator get to understand one another better, but an 
as this leaky one was plainly defective. He | analysis of this instance will we are sure help 
requested further that we send him a new i a n members of the Big Family 
one immediately by express. 

Investigation of our files disclosed the fact Let's Analyze This Case 

that our distributor covering this territory I 

had no dealer in this particular town and \ pIRSTLY. Mr. Owner didn't get "Hudson 

1 Service" and however foolish his final 

neither Mr. Dun or Mr. Bradstreet had ever 
had the pleasure of meeting the owner in 

New radiators are expensive. 

So the Service man found himself in a 
quandary. If he had been sure the radiator 
was defective, he wouldn't have hesitated 
about shipping a new one, but all human 
beings give themselves the benefit of the 

Courteous Letter to the Owner 

CO HE sat down and wrote Mr. Owner a 
^ courteous letter, telling him that provid- 
ing it was agreeable to him we would ship the 
radiator C. O. D. and would hold up final 
decision regarding a credit pending the re- 
turn of the defective one for examination. At 
the same time he sent Mr. Distributor copies 
of the correspondence with the request that 
he follow the matter up from his office as 

Now the Service man heard nothing more 
from Mr. Owner and concluded that Mr. Dis- 
tributor must have taken care of the matter 
by sending a radiator from his own stock and 
that ultimately the defective one would come 
in for examination in due course. 

Last week — quite by chance — one of our 
District Managers happened to meet Mr. 
Owner. He had sold his model "Twenty" at 
a sacrifice, was driving a competitive car and 
swore by all his Gods that Mr. Distributor 
would never sell another Hudson car in his 

It seems that Mr. Distributor had filed his 
copies of the correspondence after glancing 
over them, and Mr. Owner instead of follow- 
ing the matter up had been rendered hopping 

actions may seem to have been, they were 
justified by this fact. 

The real mistake occurred when Mr. Owner 
first drove his car home — he was pleased with 
his purchase— proud of his investment but the 
salesman had not made a friend! 

If he had, Mr. Owner would never have 
written direct to the factory; he would have 
'phoned Mr. Distributor and would have 
quickly been satisfied. 

The personal element which counts for so 
much in all business successes was missing 
and in consequence a booster became a 
knocker and the Big Family suffered. 

The Way It Is Done 

WfE SHOULD systematically keep in touch 
w with owners — some members of the Big 
Family do it by mail, sending out helpful sug- 
gestions on upkeep and soliciting inquiries — 
others make personal calls when time permits. 
Here is the plan of an Eastern distributor: 

Every salesman is instructed to call on 
every owner whom he sold at least once a 
month and to report such visits to the Sales 
Manager, who checks him up from time to 
time. As an incentive the salesman is paid a 
small commission on the purchases made by 
his owners. 

A wonderful tire business and a profitable 
accessory department has been built up. A 
superb list of live prospects has been gath- 
ered — because every owner mentions one or 
two at each visit, but most important of all, 
an ever increasing army of satisfied owners. 

Let's try it! 

Organize Your Owners 9 Visiting Plan To-Day While You Have Time 

Digitized by 


Dealers Who Seized the 

ain Chance 

''And I wish to say that I am going after the Hudson business hard and will do my very best to make your business in 
this section larger than in the past five years and having a very good car to offer I have every reason to believe I will suc- 
ceed, especially with the co-operation of the factory. I wish to thank you for your kind wish of success to me and will do 
my best to make it come true." 

WE HERE quote the above prophetic 
echo to sound the entry of the mem- 
ber of the Big family who is short- 
est in stature. 

The man we speak of is a mental giant — 
a true Napoleon of Salesmanship. 

The words above constituted his modest 
bow when Dick Bacon led him into the Big 
Family circle. In a sense they were the result 
of the prophecy that Salesmanager E. C. 
Morse stated in a letter to the HUDSON'S 
Omaha distributor. 

Guy L. Smith — for it is he we are discuss- 
ing — rose from a sick bed to seize the main 

After he opened up the throttle and ad- 
vanced the spark the esteemed competitors 
lined up with General Sherman's sentiments 
about war being no place for a good Baptist. 
Fur began to fly. In the first month that Guy 
had turned himself loose he had the skids 
nicely adjusted beneath the, life-of-trade. 

You could feel the intensity anywhere in 

Coincident with the Guy's seizure of the 
main chance he began to burn up the wires 
with orders for cars. Guy rarely writes for 
anything. He wires, always. 

If most prophesies came true the way the 
one echoed by the above italics, did, clair- 
voyants would have to go to work. For 
every man, without danger, could do his own 

Because Guy, first time at bat, smashed in 
a home run. He made good from the jump. 


"CURELY," you are saying, "Guy L. Smith 

^ didn't turn any impossible somersaults." 

True, quite true. Guy L. Smith isn't a 
wonder worker. None of us are. 

Like Napoleon's fighting for Empires, Guy 
believes in organized fighting for orders. 

Guy Smith is a genius. And that doesn't 
mean wonder-working. It means working at 
a terrific pace on an organised basis. It 
means exercising natural shrewdness, the 
ability to recognize how a prospect can be 
sold, and the fondness for good hard work. 

Guy has a corp of salesmen. He holds 
schools of salesmanship right in his sales- 
room. One man poses as customer and tries 
to trap the man posing as salesman. The 
"customer," Guy being umpire, has got to be 
sold a New Self-Starting HUDSON "33"— 
in Guy's opinion — then they change places and 
rehearse their parts. Those not engaged in 
the actual presentation of arguments, profit 
by the experiences of both "customer" and 
"seller." Every man is in on the rehearsing. 
They go to it hammer and tongs. 

When they're through with the morning 
school, you can stake your pile on the fact 
that no sales slip through anyone's fingers. 
They are taught the "approach" how to 
stand, how to show the car to best advan- 
tage, how to answer every possible question, 
how to do every possible thing from the start 
to the finish of the demonstration. 

Guy's school of salesmanship is all simple 
enough, and the esteemed competitors think 
a genius, a wonder-worker is battling against 

"W* Will Eat Them Alive " 

f^UY SMITH is a veritable dynamo of en- 
thusiasm. When he received the self- 
starter news, enough electrical selling energy 
was developed to carry his selling force clear 
through the 1912 selling season. 

An offshoot of Guy's enthusiasm was this 
telegram : 

"Your registered letter received. Self- 
Starter is the greatest move vou ever made. 
Wonder of the century. No competition 
now. We will eat them alive. Big carnival 
starts here Wednesday, bringing two hun- 
dred thousand people here. This will mean 
double sales for us both." 

By this you might be led to imagine that 
Omaha's Napoleon of Salesmanship spread a 
banner across Farnam street, lighted colored 
rockets and hired a battery of artillery. 

Not Guy. 

He didn't say a word in Omaha. He kept 
the arrival of the self-starter a secret. 

And for two days he played the part of the 
great sales general that he is — he held a self- 
starter school with his salesmen. He fired all 
manners of questions at them concerning it. 
He purposely tried to trip them. They tried 
to trip him. Each man assumed the role of 
seller and later as customer. 

He and his salesmen, fortified by standard- 
ized sales arguments as sound as the Rock 
of Gibraltar, got 98 starts out of 100 possible 
chances in actual practice before anyone in 
Omaha knew the HUDSON was so equipped. 

Every man was sold on the starter. There 
was no possible way that they could fail to 
win the maximum percentage of sales with 

Then Guy hit the line hard with his adver- 

He It a Man of Ideas 

IT BROUGHT in the prospects by scores. 

And Guy Smith's men won the orders for 
they knew the goods they were selling. Never 
did a prospective buyer back a man up against 
the wall of ignorance. 

The esteemed life-of-trade in Omaha saw 
the buyers depositing checks in Guy Smith's 
keeping for HUDSON cars. And they view- 
ed him as a wonder-worker — whereas the 
facts of the case are those related above. 

Guy is a man of splendid business ideas. 
He is a man who suggested the idea of the 
service bulletin for owners. The Owners' Bi- 
Monthly Bulletin is now a fixture in the Big 
Family. It is prepared every two weeks by 
the Engineering Department. When he hears 
of a good thing he passes it along. 

Why Gay Was the Main Chance 

THE Big Family's prime object is to build 
for permanency — to build for years to 
come. For that reason the very highest grade 
of service is desirable. Distributors, dealers 
and salesmen are of one opinion on this. And 
they know that every per feet- running HUD- 
SON on their streets helps sell more cars for 
them. Statistics at the factory show that 
every HUDSON that is sold averages at least 
one additional sale. 

Guy Smith has the Peerless and the Frank- 
lin — both high-priced cars. 

These cars are known for absolutely high 
grade service, as good as is obtainable in 
America. And that is the kind of service 
HUDSON owners in Omaha get. The HUD- 
SON'S Omaha associations vouch for the way 
cars sold in the Nebraska metropolis are kept 

One of Guy Smith's great assets is his dog- 
ged determination to win out on his under- 
takings. Here is a letter he dictated. Re- 
member that when you read it and then you 
will see between the lines the grit that wins 
for the Big Family's shortest relative: 

"I am again at the office after being sick 
bed and am now feeling pretty good. I 
am waiting for the HUDSONS to arrive 

when we will begin to open up things wide 
and leave no stones unturned to get all the 
HUDSON business to be had in this terri- 
tory, and if we don't it won't be because 
we have not tried. But wc are going to 
get it. 

And you can plank down your last dollar 
that Guy Smith got it. He did. 

Because Guy Smith is a fighter — a past 
master at the art of selling automobiles— a 
dynamo of selling ideas and every one of us 
can feel glad he's with us. 

His idea of an Owners' Bi-Monthly Serv- 
ice Bulletin developed many prospects for 
dealers in all sections of the country. 

Guy is making money with the HUDSON 
line. So he's glad, too. 

Digitized by 


Hudson Cars at the New York Automobile Show 

All HUDSON Dealers and Salesmen who plan to attend either the New York or any other show during 

1912 where HUDSON cars Are exhibited, should read this outline. With the exception 

that in Chicago, the Louis Geyler Co. men will do that which the 

A. Elliott Ranney representatives will do in New York, the 

arrangements here outlined will not be altered. 

Details of the Manner in Which the Hudson Exhibit Will be Conducted. 

RED buttons will be worn at the New 
York Madison Square Garden Auto- 
mobile Show, January 6 to 13, by all 
factory representatives. 
Dealers who attend the show will be pro- 
vided with white buttons. 

Salesmen of the A. E. Ranney Company, 
Metropolitan Distributors for HUDSON, will 
wear yellow buttons. 

In this manner visiting dealers and their 
representatives will be able to identify at a 
glance the representative with whom they 
wish to talk. 

As soon as a dealer arrives at the Garden, 
he should report to the HUDSON booth and 
there obtain a button and full instructions as 
to the character of the sales talk and other 
details regarding the exhibit. 

How Factory Men Will Be Assigned 

THE entire exhibit of HUDSON cars is 
under the direct supervision of Sales 
Manager E. C. Morse. 

Representatives of the Sales, Engineering 
and Advertising Departments will be present. 

Men from each department will be in attend- 
ance at the show at all hours. 

A representative of the Engineering De- 
partment will be assigned to the chassis to 
answer questions of a mechanical nature and 
talk to visitors regarding the principal fea- 
tures of the car. 

A factory representative will be named as 
the floor manager in the exhibit space, to di- 
rect the handling of visitors and to answer 
questions that other representatives cannot 

Whenever a representative is in doubt upon 
any subject or requires information, he need 
report only to the factory representative in 
charge of the floor. 

A factory representative will be assigned 
to each car, and while the visitor with whom 
he talks may ask to be shown other models, 
the representative, as soon as he has finished 
with the visitor, will return to his position 
at the car where he is stationed. 

The A. E. Ranney Company will have a 
force of its salesmen at the show at all times, 
and one of their number will be in charge of 

these men. They will be directed in exactly 
the same manner as above outlined for the 
factory men. 

Distribution of Advertising 

CATALOGS will not be distributed at the 
show. A four-page circular for the pur- 
pose will be furnished for distribution at 
New York and at all other exhibitions. 

This circular will, for the New York .show, 
carry the name and address of the A. Elliott 
Ranney Company. For shows held elsewhere 
it will have the name and address of the dis- 
tributor and dealer. 

A pad will be provided each representative 
upon which to enter the name and address of 
all persons inquiring for catalogs. These 
blanks also ask for certain information in 
regard to newspapers and magazines. Rep- 
resentatives are requested in talking with vis- 
itors to gather the information asked for on 
the blank. We desire to know whether the 
(Continued on page J— 2nd Column) 

The Striking Business Story This Remarkable Photograph Tells 

HEBE to a panorama photograph, taken from a great height. The Hudson factory is shown In the center of the photo. It shows how the public has forced 
the construction of a new addition to the Hudson plant a year from the time the buildings were occupied. This Is a tribute to the greatness of the car this 
plant turns out. 
Yon see the vicinity of the Hudson plant. To the left of the new Hudson addition Is the new plant of the Continental Mfg. Co., engine manufacturers. 
To the right Is another plant. Note how manufacturers have clustered about the Hudson factory. Note how It is the industrial vortex at this end of Detroit. 
This very photograph is a masterful tribute to the business aggressiveness of the Big Family plus the great automobile it sells. 

The Most Important Thing : Get The Order! | 




Winter ^ 
Business -Getting 
Ideas j 

J JINDSIGHT is the worst human fault. 
I I Lost chances keep men poor. It is 
A JL gratifying to know that the automo- 
bile business is composed of far big- 
ger minds than in the majority of lines of 
business. And the automobile business has 
been almost all foresight. 

So you and I aren't hampered by hindsight 
Nor is the Big Family. 

Now, then— the TRIANGLE is collecting 
from every dealer successful selling schemes 
they used to stimulate business during the 
winter months. 

No schemes that failed to produce orders 
will be used. Only ideas that have already 
been successful — that made money, sold cars — 
are offered. Let these ideas sell cars for you — 
That is foresight. It's the straight road to 
getting the orders! 

There will be but one idea in each issue of 
the TRIANGLE. But it will be a proved 
money-getter for you. Use this idea: 

Friday — Mail out to your list of prospects the book- 
let: "What Racing Cars Taught." Mailing it Friday 
allows the prospect to have it for Sunday reading, 
when he will study it closely. 

The Next Friday — Mail the same list the book "16 
Advanced Features." 

The Next Friday — Mail the same list the book 
"The New Self-Starting Hudson '33.' " 

The Next Wednesday — Mail the same list the col- 
ored postcards <5f the various Hudson models. 

Friday, Same Week — Mail out the Hudson Cata- 
log. Then, in a separate envelope, mail this letter: 

My Dear Sir: — 

Here U a wonderful business story. 

A great automobile engineer has built 
more ears than any other designer. He 
has bnilt six famous cars. Each one was 
the car of the hour, several years in ad- 
vance of Its time. This man has never 
created a failure. 

Eighty per cent of the higher-priced 
American cars contain engines or other 

Earts conceived and designed by him. He 
ecame the leading automobile builder of 
his time. 

But no factory that built his cars had 
ever been able to produce enough of his 
cars to satisfy the public. Demand for his 
cars always exceeded production. In 1911 
several thousand motorists were diaap- 

Eolnted. The year's output of the factory 
ad been sold out before those motorists 
placed their orders. 

Immediately upon the announcement of 
his 1912 model— his sixth famous car- 
there was a flood of orders. Before sev- 
eral months had elapsed 50% of the total 
year's output was gone. For every one of 
his cars that had been sold up to the pre- 
sent moment in 1911, TWO 1912 cars had 
been sold. 

It was merely a wonderful business his- 
tory repeating Itself. 

To-day It is a certainty that the sixth 
famous car of America's leading designer 
will be from 3,000 to 4,000 oversold 1 That 
many motorists must be disappointed In 
the spring, perhaps while the snow still 

That famous designer Is Howard E. Cof- 
fin. And his sixth famous car is the New 
Self -Starting Hudson "88." 

Some 3,000 to 4,000 motorists will find, If 
they place their orders late, that the fac- 
tory is sold out — It Is impossible to obtain 

Being in close touch with you here we 
extend the courtesy of this information, 
believing you would want to know this 

May we have an expression from you? 
The attached postcard is already stamped. 
Kindly mail it to-day. 

Very truly yours, 


(Continued from Page 1) 

(Name of Dealer.) 

With the letter send a stamped postcard, 
addressed to your salesroom, bearing these 
words: "Your representative may call on me 

at about 

o'clock (date) " 

Then leave the place for prospect's signature. 

Use this idea. It will be the means of get- 
ting the orders— and that's the big thing— 
that's what we of the Big Family are in busi- 
ness for. 

Next week there will be another one, "How 
to Stage the Testimonial" 

evening or morning paper, week-day or Sun- 
day edition is better for advertising automo- 
biles. We want to know what magazines and 
other similar publications the visitor reads, 
and if the representative will put the question 
to the visitor in a manner similar to this, it 
will enable us to more intelligently distribute 
our advertising. 

This is suggested as a question: 

"In order that we may determine which news- 
papers are best for us in reaching you and other 
prospective automobile buyers, will you please tell 
me whether you prefer a week-day paper to the 
Sunday edition? Do you prefer a morning or an 
afternoon edition? Which is your favorite news- 
paper and your favorite magazine? 

The information you give will not be used to 
annoy you. We merely want to know which pub- 
lications we should use in our advertising, and 
all the statements we gather at this show will be 
compiled in such a manner as will enable us to 
know just what advertising we should do." 

Postcards will also be given to each repre- 
sentative to be handed to such visitors as 
seem particularly interested in the car but 
who will not consent to a demonstration or 
will not give his name and address. These 
cards are not to be promiscuously distributed. 
They are to be used only where the informa- 
tion can be secured in no other way. 

Same Answer to Every Question 

AN outline of the selling argument will be 
given to each visitor at the show. It is 
our plan to have a uniform reply to every 
question that can be asked, and while we 
request every representative to commit it to 
memory, we do not expect you to recite it 
parrot-like. We merely want you to have at 
your tongue's end the answer to every ques- 
tion you will likely receive. 

This familiarizes every representative with 
the proposition. 

A visitor who has a sincere interest in the 
car may visit the booth many different times, 
and just as likely will at each time meet a 
different representative. Therefore, it is im- 
portant that each representative have exactly 
the same answer to the questions, for if this 
is not done the visitor loses confidence both 
in the truthfulness of the representative and 
the character of the car. 

We must avoid conflicting statements. We 
must have exactly the same character of re- 
ply for each question. The selling talk has 
been compiled from information gathered 
from the Engineering Department, from ques- 
tions that have been received by salesmen, 
and the answers that are given are exactly 
what the visitor wants to receive. 

We want to standardize our sales talk. It 
is not necessary that you use our exact words. 
Don't forfeit your individuality, but do see 
to it that what you say completely agrees with 
all that others say. Uniformity of argument 
will roll up far greater selling totals than ten 
times the number of representatives we will 
have there could gather if they solicit without 
such team work similarity. 

Handling the Crowds 

THOUSANDS will visit the HUDSON ex- 

It will be necessary to take care of each 
one courteously and quickly and to answer 
each question in such a manner as to inspire 
confidence and to create in the visitor's mind 
a desire to know more about the car. 

Don't overlook the fact that orders are to 
be taken and that these shows are conducted 
primarily to sell cars. 

Representatives are urged not to consider 
the territory from which the visitor comes, 
but to give the information desired and en- 
deavor to secure the order. Of course, many 
people will visit the show who do not live in 
the territory covered by the representative 
with whom he talks. But the representative 
should not for that reason refuse to devote 

his time to the visitor. It is just as likely 
that another representative from another ter- 
ritory may be taking care of some other 
visitor from this dealer's section. 

Many people will visit the booth several 
times before they ask questions. Those who 
are actually interested in the car will very 
likely come back to the exhibit several times, 
and representatives are urged to keep close 
tab upon those persons whom they have seen 
in the exhibit several times, for that is an 
evidence that they are interested in the car, 
and particular pains should be put forth to 
see that they receive proper attention. 

There will be all types of buyers at the ex- 
hibit. There will be all types of people there, 
and the representative will succeed best who 
understands how to handle these various types 
of people. 

Under no condition should representatives 
allow themselves to become involved in argu- 
ment or discussion. Many visitors will want 
to start an argument. Persons who are not 
sincerely interested in the HUDSON may 
come to the exhibit for no other purpose than 
to see what kind of embarrassment they can 
create by starting a discussion. 

Representatives should not discuss other 
automobiles than the HUDSON. Leave it 
up to the visitor to investigate the other types 
of cars. If he asks your opinion in regard 
to some other automobile, merely call his at- 
tention to the simplicity of the HUDSON and 
follow out the line of selling talk that has 
been provided. Urge the visitor to make a 
similar investigation of the car in which he 
is interested. In this manner you leave it up 
to him to decide which automobile he should 

Information Regarding Prices, Etc. 

I N the pocket of the front door of all mod- 
* els will be found a card giving complete 
specifications of the models, including prices, 
etc. Representatives, when not absolutely 
sure of the answer to the question that may 
be asked with reference to any one model, 
should refer to the card in this pocket. The 
card is not to be destroyed. It must be con- 
cealed in the pocket, for the Show Committee 
prohibits the display of tags, signs, price 
marks, etc. 

Representatives should not sit in the cars. 
They may be talking to a prospective buyer 
who will sit in the automobile, but if the rep- 
resentative will stand at the side of the car 
it will have a tendency to shorten the length 
of time the visitor sits in the automobile and 
will leave room for other visitors who may 
wish to try the seats of the car. 

The headquarters of the Sales and Adver- 
tising Departments of the Hudson Motor Car 
Company will be at the Hotel Astor. 

Dealers and their salesmen who intend visit- 
ing the New York show should sign their 
name and address to this blank and return it 
to the factory at once: 

—Mail This Blank To-Day— 

Detroit, Michigan. 

J expect to be at the New York Show on, 
I trill stop at... 

I will be there 




The Buyer Who is Influenced by His 
Wife's Opinion 


Minneapolis Hudson Auto Salts Company, Minneapolis, Minn. 

MR. BROWN was in the market for an 
electric car for his wife. 
He wanted something that she 
could drive, something that would 
carry five people and that was completely 
enclosed for the winter. 

I went after him to try and see if he would 
not buy a Hudson instead of buying an elec- 
tric car. 

The Point of Attack 

WE showed him that by using the self- 
starter it would eliminate the necessity 
of his wife's cranking the car, which was a 
serious objection. 

Also, that by fitting the side curtains on, 
which go with the Hudson, she would prac- 
tically have an enclosed car, which was a gaso- 
line car, instead of buying an electric car. 

Two Cars in One, He Offers 

IN this way she could run the car all winter 
and have as much comfort as with any 
enclosed electric car, and when summer came 
she could use it for country driving, which 
she could not do with an electric car. 

In this way he would practically have two 
cars in one, a winter car and a summer car. 


THE nicest present that C. W. Post, the 
millionaire food manufacturer of Battle 
Creek, could think of to give his cousin was 
a New Self-Starting HUDSON "33." Here 
is a letter Mr. Post's cousin wrote the fac- 

"Let me thank you for taking such an in- 
terest in me and my car, and also let me 
express my sincere thanks for your kind- 
ness in having Mr. A. L. Maxwell come 
here and put on the self-starter for me. He 
was such a gentleman about it all and I 
learned considerable valuable knowledge 
from him in the short time I had with him 
in regard to the care of my so highly prized 

"The self-starter has worked beautifully. 

"I am as you know a cousin of Mr. C. 
W. Post, the millionaire food man of Bat- 
tle Creek, and he was the kind donor of my 
car to me. He buys many cars each year 
and I have written him fetter after letter 
telling him of the great pleasure I have had 
so far with my car and that I couldn't 
have been any more satisfied with any 
other car. 

"His private chauffeur ran my car in 
Battle Creek for me and said 'It was the 
sweetest running car for the price he had 
ever seen,' and I think that was saying a 
good deal, for Lloyd is an expert and has 
been offered a fine position any time he 
wants it by the Pierce Arrow people. 

"On another page I enclose my letter that 
you may publish and all that I have to say 
in conclusion is that I thank you again and 
appreciate having a reliable company be- 
hind me and one that I really feel I can 
depend on. — Florence L. Ward. 

At the same time, he would expend less 
money for it than he would for an electric car. 

Fears the Engine 

THE only objection Mrs. Brown had to this 
* arrangement was that she thought that the 
engine was a very complicated one and that 
she would not be able to run the car on this 
account, and also that it would be almost im- 
possible for her to crank same. 

We then showed her the simplicity of the 
Hudson motor, which she acknowledged as 
much simpler than an electric motor. 

Shows Warmth of Car 

VKfE also showed her our absolute self- 
™ starter and showed her how warm the 
car was with the side curtains on. 

Last, but not least, we showed her how 
easy it was to operate the Hudson car. 

After convincing them on these points, I 
allowed them to use a brand new car, without 
charging them, for three or four days, to as- 
certain whether or not this was the car they 

We felt sure at the time that they would 
not return it after using it for a short time. 
In this way we closed the deal. 

Next Week's Triangle Contains J. H. Phillips' 
Article on "The Over-Cautious Bayer." 


GOOD news from New York reached the 
TRIANGLE this week. 
Samuel S. Toback, general manager 
of The A. Elliott Ranney Company, the HUD- 
SON distributors in New York, has selected 
A. Roy Camp, formerly a famous athlete and 
a man with a splendid record as an aggressive 
business-getter, as his lieutenant. Mr. Camp 
is local sales manager. 

The aggressive sales policy pursued by Mr. 
Toback in the past has been so successful and 
sales have extended so rapidly that they have 
virtually run away with the situation. In look- 
ing around for a suitable lieutenant to share 
the increased burden of an enlarged business, 
a man sufficiently aggressive and active to 
carry on the work already so well begun, Mr. 
Toback bethought himself of the broad shoul- 
ders of A. Roy Camp, whose splendid record 
for achievement as a college athlete has been 
duplicated in the automobile business. Mr. 
Camp is well liked by his large following, and 
his former experience with HUDSON cars in 
the West Indies, his popularity among the 
members of the trade and his years of success 
in this line of work in New York fit him ad- 
mirably for the position of sales manager for 
the A. E. Ranney Co. and cause those inti- 
mately acquainted with both men to predict 
that, with this winning combination of ability, 
the A. E. Ranney Co. and the HUDSON will 
be even more potent factors in the trade than 
ever before. 

Unusual Opportunity to Get Some Good Salesmen 

LE. LAMBERT, the Baltimore distrib- 
# utor, and George B. Levy, the Minneap- 
olis distributor, inquired at the factory 
the other day about some good salesmen. Be- 
lieving that good salesmen are undoubtedly in 
demand, the sales department has originated 
a new source of supply for HUDSON distrib- 
utors and dealers. 

At the factory there are a few good, steady 
young men who have been trained in the 
mechanical details of the New Self-Starting 

HUDSON "33," and having had some selling 
experience they are ambitious to become retail 
salesmen for the HUDSON. There are a few 
such men whom the factory would recommend 
as retail salesmen. 

The training they have had is undoubtedly 
better than salesmen usually get, regarding the 
mechanical superiority of the HUDSON. If 
this strikes you as being a good idea, write 
the sales department. State the type of man 
desired, and the sales department will be glad 
to put you in touch with a man. 


was a welcomed factory visitor. Indianapolis 
and vicinity is great HUDSON territory and 
the car is getting the best of its competition 
there. Mr. Archey is a thorough believer in 
the fact that the type of service given owners 
is the index to the volume of sales. 

CRANK MOORE, recently appointed 
* sales manager of the wholesale busi- 
ness of the Archey-Atkins Company, came 
to the factory with Mr. Archey. Mr. Moore 
is a man of keen selling tactics, a quick 
thinker and a thorough salesman. It is he 
who is directing the opening up of HUD- 
SON territory surrounding Indianapolis. 


Written by Owners of the New Self- 
Starting Hudson "33" 

"What points are responsible for your 
buying a HUDSON?' was asked of 
owners. A letter was sent them, so the 
TRIANGLE could present you with the 
salient points that clinched sales. In 
these letters owners sum up their rea- 
sons for buying. Knowing WHY they 
bought enables you to forcibly present 
selling arguments that are proved order- 
getters. From time to time these letters 
will be reproduced in the TRIANGLE. 

Victoria, B. C. 

(^WER a year ago I happened to hear that 
^S the HUDSON was a good car. That was 
before your New Self-Starting HUDSON 
"33" was on the market. The name HUDSON 
seemed to impress itself upon my memory, 
and as I was on the lookout for a new car, 
your advertisements in Motor drew my atten- 

The engine appeared to me to be the most 
silent I had ever heard, and the fact that 
Howard E. Coffin had already designed an- 
other car which I knew was good also helped 
to decide. 

After reading ads. for some time I was 
very much impressed and took advantage of 
the opportunity one day of looking at one of 
the HUDSON "33" cars. 

The absence of rods and such things, which 
generally rattle, and the simplicity of the en- 
gine, wiring, etc, practically confirmed me that 
the HUDSON offered the best value for the 

The lines of the body of the torpedo model 
also drew my attention. 

Although I have only driven my new HUD- 
SON about 1,000 miles, I am absolutely sat- 

It is the most flexible and softest running 
car I have been in. 

If I intended buying another car tomorrow, 
it would be a HUDSON "33." 

Digitized by 

SON "33." 

Dealers Who Seized the 

ain Chance 

IT was many years ago that the Boston In- 
stitute of Technology developed a 
peculiar and effective combination of 
a master military and business mind. 
The unusualness of it all was brought to 
the surface in a strange way. 

The Military Instructor of the Institute 
was speaking. "Tomorrow, young gentle- 
men," he said, "I will deliver a lecture on 
'Fortifications and Bombardments/ Let 
there be no absentees." 

It fell to none other than H. H. Dillon, 
leader of the student body and master 
military-business mind, to aid the profes- 
sor in getting every man to the lecture on 

The following morning there were no 
absentees, this in spite of the fact that 
there were some exuberant spirits who had 
rebelled at the iron hand of the Military 
Instructor. One of them was General Dil- 

As quickly as the class room had filled up 
the professor with careful hand drew upon 
the blackboard an impressive plan of forti- 
fications, bristling with guns, posts, out- 
posts and all the rest of the military es- 

After critically surveying both "friends" 
and "enemy," the professor, standing 
directly in front of the fortifications, an- 
nounced with a broad sweep of his right 

"The right wing will now proceed to 

Crash! Biff! Bang! Bang! 

Instantaneously the fifty right wings of 
the future military tacticians shot a shower 
of torpedoes square at the fortifications, 
which were nicely shielded by the professor. 

None of the torpedoes hit the fortifica- 
tions! They all hit the professor, who un- 
soldierly scampered from the room in full 

A Great Believer in Bombardments 

THIS triumph made the leader of the 
student body — H. H. Dillon — a great 
believer in bombardments. 

In fact, bombarding has been his special- 
ty ever since. He bombarded his way 
through the various angles of the tele- 
phone business from "trouble-shooter" to 
the office of engineer in charge of con- 

And to-day we find H. H. Dillon occupy- 
ing the seat of honor at Lincoln, Nebraska. 
He is holding down the main chance there, 
which he seized when he cast his future 
with the automobile industry. 

Here was where the combination mili- 
tary-business mind came into full play. He 
felt that surely if the enemy fell before 
concerted bombardment, then it consti- 
tuted good selling tactics. 

Acting on his impulse he organized a 
weekly system of bombardment, embraced 
in a masterful follow-up system on pros- 
pective automobile buyers. 

Organized Bombardment of 

HE organized his list of prospects, prun- 
ed it down to the eligibles, got a good 
filing cabinet, indexed and cross-indexed 
the names, loaded his selling guns with 
HUDSON literature and commenced a 
strong weekly bombardment of books, let- 
ters, pamphlets and catalogs. 

He Has Specialized in 

H. H. Dillon is a distributor. Hence 
every dealer in his territory, whether he 
handles the New Self-Starting HUDSON 
"33" or not, gets HUDSON literature at 
regular periods. 

His lists of prospective owners he culled 
from the offices of the various county 
treasurers. They were invaluable and con- 
tained the actually live prospects, men of 

Then — at the psychological moment, as 
is the custom in military practice — one of 
Mr. Dillon's salesmen called upon pros- 
pective purchasers to see if they were 
ready for the demonstration. 

This plan has landed the orders for H. 
H. Dillon. For his military training has 
made him a systematic organizer. There 
is an exactness about his establishment 
that suggests military precision. It is the 
sort of thing that gets names on dotted 

Team-Work, Another of Dillon 9 s 

INDIVIDUAL military starring never 
won a great battle. Members of a gen- 
eral's staff are picked for their ability to 
work together — on their united ability to 
get the greatest efficiency out of a speci- 
fied number of men working as a cohesive 

A prospective purchaser of an automo- 
bile will saunter into the Lincoln home of 
the New Self-Starting HUDSON "33" 
Mr. Lock, the sales manager will go for- 
ward to meet him, discuss the car with him 
and point out its features. At the correct 
moment Mr. Dillon will take the prospect 
in hand and further advance the latter's 
knowledge of the car, while Mr. Lock is 
getting ready to again take up the discus- 

And thus they work, carefully adding to 
the prospect's knowledge of the car and 
working him up to the closing point. Thus 
two quick-working brains are concentrated 
on one idea — and team-work usually turns 
the trick in great shape. 

They call this co-operative plan "passing 

the ball" — and it has a reputation for mak- 
ing touchdowns fast. 

Here again it is keen tactics, that have 
their basis in military practice, that are re- 
sponsible for the amazing success of the 
organization at Lincoln. 

The San Shiny Salesroom 

I N Lincoln — William Jennings Bryan's 
* stamping ground — Mr. Dillon is sur- 
rounded by his old guard of tried and true 
telephone men. 

With all Lincoln, H. H. and his show- 
room have the reputation of being the sun- 
shinest spot in the town. The cars are 
neatly arranged, so that the entire sales- 
room gives the HUDSON an exceptional- 
ly fine staging and the absolute cleanliness 
of the exhibition gives prospective buyers 
the impression of the soundness of the in- 

In other words the bright salesrooms 
put the buyer's mind in a warm, receptive 
mood when he enters. And that is the 
mood of the man who wants to be con- 
vinced. It is the opposite from the semi- 
angry mood of the man to whom no sales- 
man was ever known to sell goods. 

Here you have the basic reasons why 
H. H. Dillon is known as one of the most 
progressive dealers and distributors in the 
Big Family. Those are the reasons H. H. 
Dillon's seizure of the main chance is 

For let it be known competition is being 
backed up against the wall with the true 
spirit of a military seige. 

The Big Family is mighty happy at hay- 
ing a business mind that works with mili- 
tary precision in its midst. Our palm, 
General Dillon. May the bombardment go 
on forever! 

May "cease firing" never come. 


THE man who covers automobiles on the 
London Daily Telegraph announced in 
his paper the other day that "it con- 
vinced him that at last he had had the fortune 
of finding a first-class American vehicle." 

You see, he took a ride with Mr. Arthur 
Rawlinson, of The Rawlinson-Hudson Motor 
Car Distributing Company, Limited, London, 
the British distributors of the HUDSON. 
Here is the clipping from the London-Daily 
Telegraph of Nov. 9: 

Chance, however, gave the occasion to take 
a trial run on the New Hudson car, which is 
not to be found inside the present exhibition, 
but has one of its own in Oxford-street. Mr. 
A. Rawlinson, who is responsible for its intro- 
duction to this country, is too good a sports- 
man to permit a trial car of his to hang about 
outside the exhibition when he was not show- 
ing there. Fortunately for the writer, in a 
hurry to get to Fleet-street yesterday, he 
caught one of these Hudson cars passing by 
to give him a trial run to his destination. 

This 25 h. p. New Hudson motor swiftly 
whirled him through the traffic, while at the 
same time it convinced him that at last he 
had the fortune of finding a first-class Ameri- 
can vehicle. Its silence was remarkable, and 
the flexibility of its engine demonstrated there 
was little use of speed ratios, for it started 
as easily on the top gear, which only a steep 
hill would pull it down from. Silence is the 
present craze in present motor-car construc- 
tion, and Mr. Rawlinson can be congratulated 
on having introduced to the motor world a 
most silent car. There is no carburetor hiss, 
and when the vehicle is standing still it would 
puzzle most people to say whether the engine 

was running or not, 

Digitized by 


Published weekly by the Hudson Motor Car Co., in the interests ot Hudson Distributors, Dealers and salesmen. 

The Over-Cautious Buyer 


Phillip* Automobile Company. St. Look, Mo. 

IN looking over a list of sales made the past 
season there is one that stands out as an 
aggravated case of the Over-Cautious 
He first came into our salesroom early in 
March with his wife and a 15-year-old son. 
I engaged him in 
conversation and he 
immediately ex- 
plained to me that he 
was not in the market 
but merely came in 
to look at the cars 
because of his son's 

That while the son 
wanted him to buy a 
car he would not do 
so for another year 
at least. 

I immediately put 
him at ease by assur- 
j. h. phillipo in S him that it was a 

pleasure to show peo- 
ple the cars even though not* in the market, 
and told him that we appreciated the good 
will of the boys and that in our experience 
most of them had a great deal more actual 
knowledge of automobile values than the ma- 
jority of grown people. 

I secured the gentleman's card simply be- 
cause I devoted so much time to general con- 
versation about the pleasures of automobile 
riding, the benefits to the health of any man 
closely confined, etc, that he could not politely 
leave the place without saying who he was. 

Convincing the Son 

LI IS son came in again and I went into 
1 ■ details of the car with him very exhaust- 
ively, complimented him on his own knowl- 
edge and got his youthful enthusiasm fixed 
solidly on the HUDSON. 

About a week later I called the gentleman 
up one bright Sunday morning and asked 
him if he would like to drive out into the 
country with me as I wanted to go to a certain 
place about five miles out 

He accepted my invitation to ride with 
me, again assuring me that he was not in the 
market for a car. 

When returning from the ride I suggested 
that as I had an hour or so to spare we stop 
and get .his wife and daughter and take them 
for a short ride. 

We did this. They thanked me for the 
pleasure and I left without saying a word 
about selling him an automobile. 

From his conversation and that of his son 
I had discovered that he was very much 
afraid of buying a car that would cost him 
more to run than he thought he could afford. 

A few days after this ride, he called again 
at our sales room and for the first time ad- 
mitted that he was beginning to consider the 
purchase of a machine, and I then talked en- 
tirely about the pleasures and benefits to be 

derived from the owning of a machine and 
the small expense of operating and maintain- 
ing a HUDSON "33" as against the average 

Hand* Him List of Owners 

WE guarantee all HUDSON cars against 
defective material or defective work- 
manship, and I emphasized this fact to him 
and gave'him a list of about a dozen HUD- 
SON owners and asked him to call them up. 
Two days later he telephoned me to come 
to his office, and he then told me that he had 
decided to buy a HUDSON "33," relying 

implicitly on what I had told him regarding 
the expense of operating and maintaining a 

He said that he had looked at half a dozen 
other cars, but that the salesmen were so 
evasive and told him so many bad things 
about their competitor's cars, that he was 
afraid to trust them. 

/ secured this man's order because I worked 
throughout the entire process of selling him, 
in over-coming his natural tendency to be 
over cautious. I did not discuss mechanical 
details once except with the boy. I led him 
to believe that the boy was a competent judge 
of an automobile because I knew the boy was 
entirely wrapped up in the HUDSON. The 
final element in closing the sale was the win- 
ning of the man's confidence. 

Hudson's Beautiful 

Staging in Chicago 

WITH this issue is shown an interior 
and exterior view of the showroom 
and shop of the Louis Geyler Com- 
pany, the home of the HUDSON car in Chi- 

The building is located at 2519-2521 Mich- 
igan Avenue, in the heart of "Automobile 
Row" and is one of the handsomest of many 
imposing structures devoted to the motor car 

The building is on a lot 60 by 160 feet and 
has unobstructed light on three sides. It is 
of the French Renaissance style of archi- 
tecture and the front elevation is finished in 
Bedford stone. 

Unusually Attractive Showroom 

THE show room is unusually attractive, the 
beautiful cathedral oak finish and mas- 
sive bronze chandeliers with inverted lights 
making a rich fitting for the cars on display. 
There is ample room on the floor to show 
five or six cars at one time without crowd- 
ing. The Geyler Co. aims to have a car of 
each type constantly on display but the de- 
mands of buyers make this difficult at times. 
On one side of the room are individual desks 

for the salesmen connected by telephone 
through a switch in the office. The garage 
in the rear is connected with the sales floor 
by large swinging oak doors. 

Mon Work Undmr Good Condition* 

A WELL proportioned stockroom is lo- 
cated between the salesroom and the 
garage and the various parts are kept in 
indexed bins, all under the direct charge of 
a responsible stock man. 

The entire third floor is given over to the 
shop and there the men work under un- 
usually advantageous conditions. The benches 
are arranged along the South side of the 
building and as this faces on a wide alley- 
way the light could not be improved upon. 
This same alleyway gives access to the garage 
without the necessity of driving to a corner. 
The "saw-tooth" arrangement of the roof sky- 
light makes artificial light rarely necessary m 
the shop. The fact that there are fifty-seven 
windows in the building probably gives more 
clearly than any other way, an idea of hew 
well the architect provided for the important 
matter ot ample ligbty VjOO 



Ever Lose a Sale This Way? 


Adrerti«in« Manager. 

YOU would have agreed with me. His 
solicitation was flawless. I stood near 
the door when Prospective Buyer and 
his wife entered. 

From the salesman I afterward learned that 
this was a brand new, unexpected buyer. 

It was in a prosperous middle western 
HUDSON salesroom that this incident oc- 
curred. Every detail of the store was just 
as it should be. The floors shone from their 
regular twice-a-week scrubbing. The cars 
were as well cared for as any I have ever 

When I entered that store I was impressed 
with its ideal arrangement, * air of business 
and the keen attention given me by the sales- 
man in charge. 

On the walls were attractively displayed 
posters, photographs and other interesting 
things that fitted into the scheme of business 
and automobiles. 

In Walk* a Prospect 

I HAD hardly finished complimenting the 
* proprietor and his salesman upon the fine 
appearance of their place when the Prospective 
Buyer and his wife entered. 

The proprietor stood with me by the door 
in such a position that we did not appear to 
be eavesdropping, and still where we could 
distinctly hear all the salesman and the cus- 
tomers said. 

I never was more impressed by any solici- 
tation I ever heard. 

The salesman was the personification of 
courtesy and information. 

It was evident that the customers knew 
much of the HUDSON "33." 

Apparently they had come to pick out their 
car and to confirm the impression they had 
already formed of it. 

No Unnecessary Details 

THE salesman did not bore them with un- 
necessary details. He did have the man 
and his wife sit in the car. He pointed out 
the comfortable position of the seats and the 
softness of the cushions. 

His enthusiasm over the beautiful lines of 
the touring car was infectious, and the lady 
caught the spirit thus imparted so much that 
the preference she had expressed for a blue 
car was turned to a choice for the maroon 
body — the color the salesman wished most to 

It seems that the man had recently exam- 
ined some other car, because he had read a 
HUDSON advertisement urging prospective 
buyers to do that. He wanted to see if the 
motor was as simple as it had been represented 
to be. 

The salesman lifted the hood. He called at- 
tention to the simplicity of the motor. He 
told of the cars that Mr. Coffin had built and 
with the usual convincing statements regard- 
ing simplicity, etc. He led up to the question 
of a demonstration. That seemed only a per- 
functory detail. 

So convinced was I that the sale was as 
good as made that I so expressed myself to 
the proprietor as the prospect, his wife and 
the salesman got in a car to start on the 

Bat The Proprietor Said, "No" 

YOU can imagine my surprise, then, when 
the proprietor said "no." Naturally, I 
thought he must have had a "bad dream, not 
to enthuse on this almost certain prospect of 
a sale. 

Then, in explanation of his belief that the 
sale would not be made, he said: 
"I can't make it out. That man gives every 

promise of being the best salesman I ever 

"No one I ever employed has done so well 
in interesting prospects. He knows a lot 
about the car, and he knows how to win the 
confidence of everyone with whom he talks, 
but he can't close them. 

"He gets all his people up to just about 
such a pitch of interest as those people had 
when they went out of here a minute or two 
ago, but, as in practically every case he has 
had, I'll stake a ten-dollar note on the prop- 
osition that he'll come back within an hour 
without the order. 

"I call him an 'almost salesman.'" 

"Well," I asked, "what does he do to them? 
Does he talk too long or doesn't he ask for 
the order? Have you ever tried to locate the 
cause for his failure?" 

"Yes," said the proprietor, "but I can't find 
the soft spot." 

As Usual— No Order 

True enough, in less than an hour the 
salesman returned, with a complaining, dis- 
appointed look on his face that advertised his 
failure. No, he couldn't explain why he had 
not landed the order. He had made the best 
demonstration he knew how to make. He 
had shown the car off in a way that conclu- 
sively proved ease of riding, power and all 
the other things that a first-class automobile 
is expected to do. 

He had asked for the order, and thought he 
had it, but while on the demonstration the 
interest the prospect and his wife had shown 
seemed suddenly to die out. In fact, they had 
asked that they be driven back to town at once. 

I couldn't imagine that this apparently fin- 
ished salesman had said anything that could 
have offended his customers. But to make 
sure that he had not, I asked him to repeat 
as nearly as he could, word for word, all that 
he had said. 

There wasn't any clue there to explain the 

What the Demonstration Showed 

T^HEN I asked the salesman to take me on 
* the same route in as nearly the same way 
as he had gone on the demonstration. 

You might have suspected, just as I did, that 
he was a poor driver, that he didn't know 
how to get the best performance out of his 

But I never rode with a better driver. He 
changed gears without noise. The car re- 
sponded to every manipulation. I began to 
be discouraged at the prospect of ever locating 
the cause. 

We were passing a steep bluff, which ran 
up at a stiff angle from the road for a dis- 
tance of about fifty feet. 

Without a dream on my part of what he 
was going to do, the salesman suddenly 
stopped his car, threw his gears into first 
speed and started up the bluff. 

The car climbed up easily, and when we 
reached the top he brought it to a stop, for he 
could not drive on over the rim of the bluff 
because the frame would have dragged, so 
close was the edge. 

Where the Sale Was Lost 

1 LOOKED over the back of the car, and it 
* seemed to me that we were hanging on the 
side of the bluff in an almost straight up-and- 
down position. 

Then the salesman masterfully guided the 
car backwards down the bluff to the road, 
threw his gears into forward position and 
started back toward town. 

"Well," I said, "that's a great demonstra- 
tion! Do you always go up that bluff?" 

"Yes," he replied, "it's a great thing to show 

"Just where were you," I asked, "when those 
people you had out this morning asked to be 
taken back home?" 

"Right about here, I think," he answered. 

"Well, don't you know now why they didn't 
give you the order?" 

No, he couldn't guess. 

The Thriller Lost Barrels of Money 

VOU, di course, saw the reason as soon as 
1 you went up that bluff with me that he 
was so enthusiastic over the marvelousness of 
that demonstration that he had never realized 
that it was the reason why his employer had 
to call him an "almost salesman." 

Only a few automobile buyers are looking 
for thrillers. Only a few care to ride fast, 
and not many want to feel that there is any 

A car in demonstration should never be 
driven in excess of twenty miles an hour, «w- 
less the customer voluntarily asks to go faster. 

A demonstration should never be made 
where the least fear can be excited in the 
prospect by reason of the condition of the 

In the case of the salesman, it was some- 
what difficult to convince him that it was his 
"hill demonstration" that was losing sales for 
him. But he did consent to leave that out of 
his program in the future, and his employer 
reports that he now has an absolute convic- 
tion of his salesman's ability to close the order 
with every prospect that is one-half as 
nearly sold as were the man and woman I 
have just told you about. 

(This Is the second of a series of articles by Mr. 
Winnlnrham analyzing why sales were net dosed. 
The third will appear in an early number of the 


Written by Owners of the New Self- 
Starting Hudson "33" 

"What points are responsible for your 
buying a HUDSONT was asked of 
owners. A letter was sent them, so the 
TRIANGLE could present you with the 
salient points that clinched sales. In 
these letters owners sum up their rea- 
sons for buying. Knowing W HY they 
bought enables you to forcibly present 
selling arguments that are proved order- 
getters. From time to time these letters 
will be reproduced in the TRIANGLE. 

Ross, Cal. 

1MOT being equipped with either a technical 
1 ^ or mechanical training, and desiring to 
personally drive and care for the automobile 
that I might purchase, it was essential that 
the car selected be free from complicated 

The fact that the HUDSON designer, Mr. 
Coffin, devoted his seasoned ability as a motor 
car builder in developing in the HUDSON the 
acme of simplicity determined my choice, de- 
spite the "boosting" for other makes by friends 
of mine. 

After carefully investigating several other 
makes of motor cars, the extreme simplicity 
of the HUDSON became apparent by com- 

The "standing up" qualities of my car and 
the economy of its operation have proven that 
fewer parts bring me fewer troubles. 

Victoria, B. C. 

FORMERLY had a McL- 


H. P. machine and ran same for a year 
and a half, during which time I studied the 
specifications of all other cars and came to 
the conclusion that the HUDSON "33" was 
the best car on the market for the money, 
knowing Howard E. Coffin to be the leader 
of the automobile industry, and also knowing 
the cars he had designed. 

Besides, the HUDSON car is so easy to 
look after and keep clean from dirt and grit 
as there are no working parts exposed. 

I have run my HUDSON for almost 2,000 
miles and have not heard the engine miss yet, 
and have not once had to stop on the road, 
and can recommend the car to any person 
wishing a good car. 


This Full Page Saturday Evening Post Ad. Appears December 28 

Howard E Coffin and His Engineers 
Build a New a 33 w -Self-Starting 

Howard E. Coffin and his Board of Engineers have built their master car— a car you start by merely prcsstna a button 

These men practice the highest engineering principles the world knows. 

Engineers from abroad come here to study under these men. Their chief— like Thomas A. Edison in electricity— drives the 
milestones of automobile advancement. He and his men in other years designed the motors for more than a dozen manufac- 
turers. Eighty per cent of all the better quality American cars have on them features designed by Mr Coffin. 

He had frtrwu^ built five famous cars— the industry s leaden Each, in their time, was the car of the year. They were 
so far ahead of their day that several are still sold as leaders in their class. V 

The latest and greatest achievement of these skilled engineers is the New SeU-Stmrting HUDSON "S9." 

Vsm rVmw a ■—— » «*»* em 

lure was a dqma ..___ 

. inders. Bat the motor started «i the first 
operation of (W Matter. 

Other types were not so successful. 
Km any owner rfiWw Self-starring HUDSON •»" 
how na> self-starter operates then cold days. 

11 and all oiling place* within easy react 

_ , din) proof bearings throughout. Faa to 

Sy wheel. A clutch an good (hat driven mn know they 
have a clutch, because of *■ freedom (mm trouble 

TV Qnatnmn, as—iaat ami af AS 
It ■ tbe quirt** automobile built . It hat power that 
will snoot H— «ith lull load— yp mountain udee-througa 
■wd and mud and always with a kmiim of strength 
and of frying that m utterly (aching in many can 

treat. But < 

eliminate* abooat 1000 parte— De- . Il ' 
■BIG tiree-aa accessibility that pats "•£* 

i utterly Uchiac it 

The •pring* »re of the moat fteaiblc. yet noa-breakable. 

vaaadtum steel. People compare the Afcw HUDSON 

"» in riding comfort to can of doable ii» weight and 

by capens as the moot graceful ia line 

, ► of price. In finish in upholstery and 

every detail of luxurious convenience it ranks in the 
can of S3JO0 automobiles. 

It* great simplicity win be a revelation 10 you 

At all the important automobile shows thai year it will 
nave iu moot advantageous display, for there it can. at 
dear hand, be compared with allether can. 

Printed descriptioas^adverlised promisee and picture* 
are often too alluring and many can do not fulfill the ex- 
pectations the advertising has created. 

We cannot do justice to the car ia a printed descrip- 
tion, and therefore ask you to go 10 see «. compare it with 
other can you think well ol 

You will marvel at the value Mr. Coffin has income 
rated ia this last creation 

Go see the .Vru> Self-Starting HUDSON "33 ' NOW 
So popular was his last year • M that more than 3000 
(ailed to get the ran they bad ordrrrd. for we could not 
build them last enough. 

We are leaden today in the number ol new can deliv- 
ered and still the shortage continues. Bedrr see the Nrm 
HUDSON ' 33" before all these models too are sold. 


Hang tbe proof of this ad. that you received, in your show room window, so that every 
Saturday Evening Post reader will connect your salesrooms with tbe big ad. 

Team Work 


Southern District Manager 

AS an incident of the way the Hudson 
dealers are getting into the Big Family 
idea I want to relate to you the ex- 
perience of F. W. Potter, a New York real 
estate dealer, who purchased a "33" roadster 
from the A. Elliott Ranney Company, New 
York, some few weeks ago and stopped in 
Memphis about two weeks ago on his way 
from New York to Frisco. Mr. Cubbins, the 
Memphis dealer, noticed the car standing in 
front of the Gayoso Hotel and made inquiries 
as to whom it belonged met Mr. Potter and 
invited him to make himself at home at the 
Hudson garage. Mr. Potter was in Memphis 
five days, had several minor adjustments and 
a couple of important replacements made on 
his car, had his car washed and polished and 
stored and when he went to settle his bill 
found that it amounted to four big zeros. 

Needless to say he continued on his way 
boosting the Hudson and its Memphis dealers. 

The incident is merely one of many which 
goes to show the great point that can be 
brought out to all prospective Hudson owners, 
of the marvelous service given such owners 

whatever part of the country they may hap- 
pen to be in. 

Another incident of the co-operation of the 
dealers is one of a car sold by Jack Brady, 
the Detroit dealer, to a resident of Memphis, 
sometime last fall. 

The Memphis dealers were very much sur- 
prised one day to open their mail and find a 
check for 10 per cent of the price of this 
car and the enclosed letter gave them their 
first information as to the sale of this car by 
Mr. Brady and some few days later when 
the owner and the car arrived in Memphis, it 
is needless to say they were more than 
anxious to make known how welcome he was 
to take every advantage of the service offered 
by them to all Hudson owners. 




THE Big HUDSON Family extends con- 
gratulations to its Richmond, W. Va., 
connection — Mr. John B. Alsop— who 
was married December 7. Friends of Mr. 
Alsop received this tidings : ' "Mr. and Mrs. 
John B. Evans announce the marriage of their 
daughter, Ray Harwood to Mr. John B. Alsop 
on Thursday, December the seventh, nineteen 
hundred and eleven, Washington, D. C. 

City, was a 
welcomed vis- 
itor at the factory. Mr. Toback's latest busi- 
ness coup is securing the services as local 
salesmanager of A. Roy Camp, a man with 
splendid records as an athlete and as a sales- 
man of automobiles. Mr. Toback is doing 
a heavy business in New York City and its 
environs. Beginning the first of the year he 
looks for an opening of what will probably 
be the biggest automobile year in history. 

K/IR. I. G. DAVIS, of the Pioneer Motor 
1T * Car Company, Pittsburg, Pa.— distribu- 
tors for the HUDSON— was welcomed at the 
factory. Mr. Davis, who is the keen, ener- 
getic type of business man, is leading competi- 
tion a merry chase in his home territory and 
as vet the life-of-trade is too far in the rear 
to have much chance equaling the selling rec- 
ord the Big Family is putting over. Mr. Davis 
is a strong HUDSON enthusiast. 

h/[R. SWART, of the Washington Auto 
1T1 Company, HUDSON dealers at Washing- 
ton, Pa., brought a goodly amount of enthus- 
iasm with him to the factory, when he paid his 
visit. Mr. Swart's opinion that the Big Family is 
establishing a great reputation all over the 
country because of its splendid service to 
owners, is shared by the TRIANGLE. Mr. 
Swart believes the carrying of a full stock of 
parts is a vital factor. 

OURTON BROWN, motoring editor of the 
" New York Globe, made a tour of the fac- 
tory. "The automobile tester," said Mr. 
Brown, "is to the automobile industry what 
the cowboy is to the western range." Then, 
equipped with a sou'wester, he took a wild 
ride over a vicious test route, with Tester Lou 
Stralow. The only place Mr. Brown didn't 
test was the "bottomless pit" on a fierce road 
near the factory. On some parts of the route 
the water and mud was 2 feet deep. 


*T*HE first man who owned an automobile at 
* Fairbury, 111., is W. J. Bethard. Since his 
first car he has owned many automobiles, 
most of them high-priced cars. C. J. Claudon, 
the HUDSON dealer at Fairbury, is the man 
to whom belongs the credit for guiding Mr. 
Bethard's choice to the New Self-Starting 
news is promulgated the fact that HUDSON 
business is going to be great in Fairbury this 
spring— the logical thing, for the father of 
motoring in Fairbury owns a HUDSON. Mr. 
Claudon's letter follows: 

"I sold a 1912 Model '33' foredoor touring 
car today to Mr. W. J. Bethard of this city 
for spring delivery as per order enclosed. 
Mr. Bethard was the first auto owner in Fair- 
bury, and since that time has been a constant 
driver and owner of different high-priced 
cars. He told me after making extensive in- 
quiries and investigating all different makes 
of cars that the Hudson '33' surpassed them 
all, regardless of price, and placed his order 
for one. 

"Business looks mighty good for Spring 
in this territory for the Hudson. — C. J. 
CLAUIK©^iti ^TC 

Dealers Who Seized the 

ain Chance 


THE lightface italics above sound fear- 
fully ponderous — impressive — as it were, 
but they constitute nothing more than 
some horoscopy that was the product 
of some imaginative young minds at the Na- 
tional Cash Register Company, years ago. 

The young women in the moving picture de- 
partment of the great Dayton, O., institution 
had taken on a side line of fortune telling. 
They became readers of horoscopes. Hence 
those N. C. R. men who were game to divulge 
the date of their birth to the horoscopists had 
revealed to them all the alleged future secrets 
held by the zodiac 

The lightface italics above constituted what 
was coming to W. H. Yeazell, in the execu- 
tive end of the business, and E. J. DeVille, 
who was head of the experimental department. 

The zodiac was responsible for a lot of 
horoscopic predictions that were bred no 
nearer the stars than were these imaginative 
minds. Be that as it may, the case of fortune- 
telling recorded above came true in a strange 

Were Pals at the N. C. R. 

IT happened that the young lady horoscopists 
* received in the same batch of orders, notes 
of the dates of birth of both Mr. Yeazell and 
Mr. De Ville, who were close personal friends 
at the N. C. R. The predicting business be- 
came voluminous with the result that Mr. De 
Ville and Mr. Yeazell were horoscoped to- 

How close to truth the prediction came, 
judge yourself. 

For the main chance in Dayton, O., and 
surrounding territory is today held down by 
no less a master business combination than 
these two men under the firm name of Stand- 
ard Motor Car Company, distributors for the 
New Self-Starting HUDSON "33." 

Now as to the men themselves. 

Both worked in what is known as one of the 
greatest business organizations in the world — 

"But the orbits of these two stars that started far apart now get closer and closer and shortly both will travel 
the same path. Their efforts combined they move greater worlds than can they singly. They will have a part in 
a new era of transportation. They will not travel far azvay from here. Great success they have won individ- 
ually, and their efforts linked will win them more than two-fold their success singly. This is the future the signs 
of the zodiac portray/* 

the National Cash Register Company, Day- 
ton, O. 

Many brilliant business minds are N. C. R. 
products. One, the intimate friend of every 
Hudson distributor and dealer, is Sales Man- 
ager E. C. Morse of the Big Family. 

Two others are E. J. De Ville and W. H. 

In the executive end of the N. C. R. Mr. 
Yeazell got what ought to be called a military- 
business training, so rigorous were the de- 
mands for exactness — so absolutely essential 
was the ability to "put across" what a man 
started out to do, even though a task might 
be next to impossible. 

Mr. Yeazell's Motto-" Nothing 

ONE day President Patterson, of the N. C. 
R., wanted a motor car. Both his cars were 
being used by his family. The president 
wanted a car in 10 minutes. Two minutes 
were used in finding out that Mr. Patterson's 
cars were gone. 

Mr. Yeazell 'phoned a downtown garage, 
several miles away from the N. C. R. None 
there. Only 6 minutes left. Then he phoned 

"Absolutely impossible to get a car out 
there in 5 minutes, without having to pay the 
cost of the car in fines," came the answer over 
the wire. 

"All right, bust the speed limit," commanded 
Mr. Yeazell. "But get here. The fines are 
our expense." 

And at exactly the expiration of the 10 
minutes, Mr. Yeazell informed the N. C. R. 
president the car was waiting for him. 

And that illustrates the dogged determina- 
tion with which Mr. Yeazell has permeated 
the HUDSON organization at Dayton. It is 
the N. C. R. fighting spirit and it never loses 
sight of the big thing: Get the Order! 

Mr. DeVille An Automobile 

THE service foundation of the Standard 
Motor Car Company is sounder than that 
of any car within several thousand dollars of 
the HUDSON. The reason lies in the great 
mechanical knowledge possessed by Mr. De 
Ville. He was head of the experimental de- 
partment of the National Cash Register Com- 

He can build automobiles. 

A decade ago he constructed a motor car 
for Duber, the watch maker, when the Duber 
Watch Company was located at Canton, O. 
And he had the ambition to manufacture cars, 
for he is a great technical man. 

In his comprehensive knowledge of prac- 
tical, basic facts exists the reason for the 
splendid condition of every HUDSON that 
has been sold in Dayton and its environs. 

Famous Staging Methods Applied 

LACE salesmen, in selling the costly yards 
of the filmy fabric, stretch the lace over a 
beautiful red or purple velvet cloth. This 
plan sells thousands upon thousands of yards 
of lace. 


Yet it is merely giving the lace a beautiful 
setting. It makes it sell easiest 

The N. C. R. is famous for staging its cash 
registers. Some* time when you are in Day- 
ton, go see how the HUDSON is staged. The 
writer recently had the pleasure of seeing the 
wonderful adaptation of N. C R. methods in 
giving the HUDSON an excellent setting. 

The big handsome green car occupied the 
entire show-window. It was placed on an 
angle, so the front and symmetrical side lines 
lent to its beauty. And it made a remarkable 
impression on the writer as against the less 
effective staging of cars of much higher price 
right in the same vicinity. 

From time to time cars of other colors are 
placed in the show window. The idea is to 
give a color variety that will constantly keep 
interest at a high pitch. And the Standard 
Motor Car Company has not the largest show 
room in Dayton. Yet it gets the biggest 
amount of attention — sells more cars than its 
direct competitors. 

Which is due to a masterful setting — and a 
four-square partnership of a great executive 
and a great technical man. 

Why (he Big Family is Proud 

PRICE has little to do with the selling of 
the HUDSON in and around Dayton. 

Messrs. De Ville and Yeazell have jumped 
the HUDSON way out of its price class. 
They have put the car into a class above 

They have backed it up with service that is 
not inferior to $5,000 service and while build- 
ing a great reputation for the car itself they 
have made the Standard Motor Car Company 
a Dayton institution. It is where the buyer 
who knows, goes. 

The Big Family is proud of its Dayton rel- 

Strangely, the horoscoping girls were right, 
this time. 

Digitized by 


Published weekly by the Hudson Motor Car Co., in the interests of Hudson Distributors, Dealers and Salesmen. 

THE card system, according to system 
experts, is the only method by which a 
constant and accurate touch can be 
kept with the sales follow-up of a retail 
automobile business. 

These systems can be as big as the busi- 
ness, they can be as simple as desired, but 
best of all, they are as flexible as the con- 
ditions require. 

This article explains the kind of a system 
that can be used by the dealer who himself 
does all the sales work and yet it is so 
designed that it can be made to operate with 
just as much satisfaction for the concern that 
employs a dozen or more men. It also takes 
care of as large a list of names used in mail 
circularizing as can be collected. 

Any stationery store that sells office filing 
systems can supply the necessary equipment. 

This describes a unit system. It can be 
enlarged merely by adding to the number of 

Two sets of cards are used. They should 
be of different colors, as for instance white 
and blue. They should be in size, 3x5 inches. 
Two filing trays to accommodate 3x5 cards 
are needed. You will also require one set 
of alphabetical index cards. If your list is 
to contain very many names you should get 
an index of fifty or sixty divisions. That is 
a list which gives several sub-divisions of 
each letter so that, for instance, should you 
have the names of a great many persons whose 
names begin with the initial "A" you would 
not have to run through them all, but could 
put Abbotts behind the first card. The An- 
dersons would be behind the car index An. 

If you do not have in excess of 100 names 
on your list, however, a 26 division index 
will be sufficient. 

You will also want a set of indexes which 
shows the twelve months of the year and also 
a set of from one to thirty-one cards to use 
for the days of the month. 

The above is all the equipment you will 
need, except a determination to keep it in 

How To Opetatm thm Syttmm 

THE blank white cards are to carry the 
* name of the prospect, the date inquiry 
was made, his address, who talked with him, 
and all other information concerning his in- 
terest in the car. If he has made no inquiry 
then of course nothing more than his name 
and address is to be entered. But whenever 
a salesman talks with the party or whenever 

a piece of literature is mailed to him, entry 
to that effect should be made on the card. 

The blue card is to carry precisely the same 
information. It is known as the Working 
card, the white one is known as the Mother 
card. The Mother card is filed alphabetically, 
back of the proper index card in the box set 
aside for that purpose. 


It is advisable that you get a filing box in 
which the cards can be locked. The stationer 
will explain it to you. 

! n; 

i F 

i dress may be, has been solicited. Notation to 
I that effect is entered on both cards. Brown, 
| we will suppose is for some reason or other 
I likely to be again interested in your proposi- 
tion about the 10th of the following month. 
! You make that entry on both cards and the 
White, or Mother card, you put back into 
| the box under its proper alphabetical index. 
The Blue, or Working card, you file back 
of the card indicating the eighth day of the 
next month. 

You do this so that two days before you are 
to see Brown you will surely be reminded 
that you are to call on him and you won't 
make any plans which prevent it. 

Don't Carry Card* Around 
A S soon as you have seen your man or 
" have sent out the literature that you are 
using in circularizing, put the cards back into 
their proper places. It is a bad plan to carry 
cards about with you. If you have sales- 
men, get into the habit of requiring them to 
report every day as to whom they have seen 
and what they have done. In this way only 
will you be able to keep your system in suc- 
cessful operation. If cards are lost, it means 
losing a prospect. Firms which depend upon 
systems of this character for recording the 
names of their customers and prospective 
customers, consider such lists as among their 
most important records. 

The bookkeeper, or someone especially 
delegated should be held responsible for the 
keeping up of the list. 

When a sale is made, or when a prospect 
that you have been carrying buys another car 
or says he is not in the market, the name 
should be removed from your files. In this 



because you "forgot" to see them or be- 
cause you lost their address, will be handled 
in such a systematic way that your business 
will increase and your work will become 

If you employ salesmen it will increase 
their efficiency. 

If you send out mail matter it will enable 
you to know at all times just what you are 
doing. It will prove that circularizing is a 
mighty profitable way of getting business. 

The Most Important Thing: Get The Order ! 



Ever Lose a Sale This Way? 


Advertising Managar. 

WHEN I outlined the details of this 
incident to one of the most successful 
sales managers who is one of the 
star automobile order takers in the 
country, he said: 

"I believe that is not an exceptional case. 
More orders, I think," he continued, "are lost 
through just such bungling than through any 
other one reason." 

In the investigations I have made, there is 
an unmistakable proof that he is right. You 
can easily recall sales that you have lost in 
exactly the same manner if you will analyze 
your work and if you are given even the least 
bit to such form of solicitation. 

The salesman about whom this story is told 
secured his position by reason of his likable 
disposition, his ability to make friends and 
his knowledge of the mechanical values of a 
car. I can't recall ever having talked to a 
salesman who was more familiar with the de- 
tails of so many cars. 

He could tell you the essentials of all the 
leading cars as quickly and as accurately as 
the battiest fan can each day tell you the indi- 
vidual playing percentages of every ball player 
in the big leagues. 

The knowledge this man possessed soon 
secured for himself a position as a sort of 
local authority on the subject. People in the 
trade whenever a dispute arose would refer 
to him if there didn't happen to be a catalog 
or some other similar document about to an- 
swer their questions. 

Came to Him With Problems 
A UTOMOBILISTS, who like to putter 
" about their machines, always came to this 
man when they had problems which they 
could not solve. 

Naturally this soon secured quite a position 
for the salesman. His employers were con- 
vinced they had a "find" and it was not long 
before this young fellow was the most talked 
about man in the trade. 

That was in the spring, when the natural big 
sales were being turned in by all salesmen who 
were representing the easy-to-sell cars. 

Along about July, business slowed up and 
the men had to work harder to get their or- 
ders. There were not so many people coming 
into the store then and most of the sales that 
were made were made either to those who 
had been looking in the spring but who had 
not bought, or to persons who had to be 
looked up and brought into the store. 

Then his star began to fall. His reputation 
for knowledge of the car had not dimmed, but 
he seemed unable to make sales. He worked 
just as hard as anyone else. He seemed to 
have more prospects, but seemed not to get 
the orders and just because this man was fall- 
ing clown with his business, the proprietor 
concluded that the business was not to be 

So bad became the former star salesman's 
business that the proprietor gave up most 
of his other duties in order that he might 
locate the reason for the failure of the 
man upon whom he had depended for so much. 
The proprietor knew little about mechanics, 
but he knew a deal about human nature. He 
was a keen observer and that is how it trans- 
pired that the former salesman got a new hold 
on the business and why this story is made 

Knew Little of Mechanics 

I T was by chance that the opportunity came 
* for the proprietor to discover the cause. 

A well-known doctor came into the store 
one morning and said he wanted to know 
something about the HUDSON "33" about 
which he had read in the magazine advertise- 

ments. He disclaimed any knowledge of 
mechanics and said he cared little about them. 
He was not interested in them. In fact, that 
was the very reason, he believed, for not 
having thought of a car before. He said he 
was always afraid he could not understand the 
complexities of the mechanism. An automo- 
bile to him, was a mass of rods, wires, and 
other hard-to-understand things. For that 
reason he had continued to depend upon 
horses in his work. 

He had thoroughly thrashed out the entire 
proposition and had long ago come to the con- 
clusion that an automobile would be a poor 
investment for him. 

Only a day or two before, however, he had 
read of the simplicity of the HUDSON "33." 
He had heard of the success of Howard E. 
Coffin's cars and when he saw in this adver- 
tisement that the HUDSON "33" had approxi- 
mately 1,000 fewer parts than has the average 
car, he concluded that perhaps here was a car 
he could manage. His visit to the store was 
a natural result of that conclusion. 

The man who knew all about all cars took 
charge of him. 

Seats Doctor at Wheel 
CIRST he went over the appearance of the 
* car, its lines, the finish, the comfortable 
position of the seats. Then he had the doctor 
sit at the wheel and soon had him shifting the 
gear levers and operating the clutch. He even 
explained in the simplest and most easily un- 
derstood manner, the operation of the throttle 
and spark levers. 

Then he sketched over principal points of 
the car, describing the functions of the motor. 
He outlined the purpose of the carburetor, 
that it was a device for mixing air with the 
gasoline, thus converting it into a vapor which 
was taken into the cylinders and fired by an 
electric spark. 

It was interestingly and simply done. The 
clutch purpose was made equally as clear. 
The doctor, who had known nothing about an 
automobile, was learning rapidly. He saw the 
clean, simple, accessible motor and it appealed 
to him as being just as simple as it looked. 

The salesman was greatly pleased with the 
progress he was making. He was enjoying 
himself because what he was saying was a new 
story to the doctor. There were no argu- 

When the car had been covered in this man- 
ner and the purpose of every detail had been 
made clear, the salesman then began at the 
motor and entered into an explanation of what 
was inside the cylinders. He described the 
pistons, the connecting rods, the valves, the 
cam-shaft and all other details. He took up 
the ignition system and went just as compre- 
hensively into all its intricacies. 

At this point it was evident that the doctor 
was not following the salesman. What was 
being said was too far over in the book for 
him and soon the doctor was giving his atten- 
tion to other things. He got up in the car, 
tried the seats and asked questions about the 
color options. The salesman, however, al- 
ways brought up with a further explanation 
of the mechanism of the car. 

The doctor looked at his watch, said he was 
due at his office and that he would look in 
again at the car. 

LiVest Prospect For Days 

DOTH salesman and proprietor agreed that 
*-* the doctor was the livest prospect they 
had had for several days. The week had gone 
by and there had been no word from the doc- 
tor. A few days later, however, the pro- 
prietor chanced to meet the doctor on the 
street and asked him about the automobile. 

Then he got the shock and the clue to the 
cause of the failure his salesman was making. 

"I've decided to not buy a car," said the 
doctor. "I told you that I was afraid that I 
would never be able to understand the mech- 
anism of an automobile. Then I read about 
the HUDSON "33" and believed from what 
the advertisement said that the HUDSON is a 
simple car. That just about convinced me 
and when I went to your store it was with the 
intention of giving you an order if the car 

seemed as simple as the advertisement had led 
1 me to expect. 

1 "I am sorry that it was not. Your sales- 
man was very obliging. He told me much 
| about an automobile. I think I understand a 
i great deal more about the subject than I did. 
I know enough about it to know that it is 
I too complex for me to easily master, and 
therefore, I have decided to manage along 
i with horses, until I get into such a position 
I that I can afford to employ a chauffeur." 
I The proprietor did some hard thinking on 
i his way back to the store. The result was a 
j long heart to heart talk with the salesman, 
which resulted in the salesman, in the future 
solicitations, keeping his wonderful knowl- • 
edge of detail to himself. 

// was decided that the explanation of such 
details had made the car seem too complex. 
Had the salesman stopped with his description 
of the function of each part and had not at- 
tempted to carry his descriptions any further, 
he would have had the order. 

(Thla l« the third article of a aerie* by Mr. 
WlaalaKham. The »ext will appear *■ »■ 
early ■amber of the TRIAHGLE). 

Glad You Came ! 
Come Oftener 


R. Mc- 

NEY, of the 
Auto Com- 
pany, Mar- 
shall, M o., 
was a visitor 
at the factory. 
Mr. McChes- 
ney went 
through the factory and expressed amaze- 
ment at the infinite care taken in every de- 
tail of the car. Mr. McChesney got some 
first-hand facts that will jump Hudson sales 
in and about Marshall to a high point Most 
of his business is with farmers and the fann- 
ers of the show-me state are strong Hudson 

¥ W. GILLIS, the Hudson distributor at 
^•Rochester, N. Y. — the man whose activity 
made his show rooms the foundation of Roch- 
ester's automobile row — was also at the fac- 
i tory. Mr. Gillis is one of the big pillars of 
| the Big Family and is the center of automobile 
I activity in Rochester and vicinity. His per- 
i sonal car, a Mile-a-Minute Speedster, was the 
' pacemaker and pilot car of the recent reli- 
: ability run, which is a big event there. 

I ^VT H. YEAZELL, whose business training 
w • was received in the great National Cash 
Register organization, had a good time at the 

! factory. Mr. Yeazell's partner, Mr. E. H. 
Deville, is also an old N. C. R. man. They 
own the Standard Motor Car Company. Day- 
ton, O., now and are doing a splendid busi- 

J ness there. There are acquainted with the 
biggest business men of Dayton and that 

JOSEPH E. G. RYAN, of Chicago, who has 
** a joke printed about himself every other 

| week in the Saturday Evening Post's "Who's 
Who and Why," was another factory visitor. 

! He took lunch at the factory dining room and 
unloosed some of the newest and most re- 
fined stories he has originated lately. Joe 
Ryan is known in automobile circles in every 
section of the country. 

W C. SPEAR, of the Manchester Auto 
w • Garage, Manchester, N. H., was also a 
factory visitor. He also lunched in the fac- 
tory dining room and in the contest to pay for 
the meal, he won. Besides that Mr. Spear is 
shooting Hudson sales in Manchester and vi- 
cinity way up and will do a heavy business in 
the spring. His territory is an especially 
good Hudson territory, to which fact the Big 
Family owes Mr. Spear its thanks. 

Digitized by V^OOQIC 



THE fact that the sun never sets on the 
New Self-Starting Hudson "33"— that 
the Big Family now extends clear 
around the world — has forced the necessity 
of a Foreign Sales Department at the fac- 
tory. So strong , -* r K ~^ the success of the 


car in foreign lands that this move was a 

John A. Olt has been placed in charge of 
the Foreign Department. He is a man well 
fitted for the office. For nearly 10 years he 
served as Auditor for the National Cash 
Register Company, Limited, of London, Eng- 
land, and for the National Cash Register 
Company of France, besides having other 
extensive foreign experience. He was in di- 
rect contact with the selling organization of 
the National Cash Register Company. He 
has had valuable experience in the actual 
sale of goods. 

Mr. Olt before coming to the Hudson Motor 
Car Company, was Manager of the Foreign 
Department of the Burroughs Adding Ma- 
chine Company which also has a very exten- 
sive organization throughout the world. 

(Your Prospects the Big | 

Family's Guests at the 
^ New York Show j 

HERE is a great idea that will help sell 
cars for you. 
No doubt some of your prospects will 
be in New York for the Madison Square Gar- 
den automobile show, January 6 to 13. A num- 
ber of them will probably go to New York for 
the automobile show itself. Lots of pros- 
pective buyers of cars do that. 

The factory will send them a beautifully 
engraved invitation to attend the HUDSON 

Enclosed in this number of the TRIANGLE 
is a blank sheet. On this please give the name 
of your prospects and their New York hotel 
address. Imagine the impression, when they 
receive an engraved invitation to visit the 
HUDSON exhibit. When they visit the ex- 
hibit the factory will take them in hand. 

So that the advertising department at the 
factory will know how many engraved invita- 
tions to order, send in your list of prospects 
today — by return mail. Please do not let a 
moment's delay interfere with your reaping 
this extra advantage. Mail the enclosed blank 

-Service Department Corner- 

**«*•*>*. * m«««m«^«* Hud»on Service 

PERMANENCY M~n..s<>iid 

^ ^™» Retail Business 

A GREAT Chicago merchant prince once 
illustrated the secret of his wealth. 
He said selling good products was 25% 
of his success, careful buying was 15% 
of his success, but service was 60% ! 

Basically all lines of business possess a 

The first sale to a new customer is merely 
an incident. It is the second sale, the third, 
fourth, fifth and so on, where the real profit 
lies. Because all those sales result from the 
selling effort of the first sale. 

Permanency in business means that you've 
got to get the second, third, fourth sales, too. 

The automobile dealer gets them on service, 
no other way. Hence if he gives the best type 
of service, he is building a solid business foun- 
dation that the most terrific competition can- 
not shake. Having confidence in his service, 
purchasers will still come to him. 

Motorists are afraid to buy of another dealer 
when a HUDSON dealer has given them the 
highest type of service. They won't gamble. 

Every member of the Big Family is building 
for permanency — building tor the day when he 
knows sales will come to him — when he can 
take it easy because the impetus of his business 
plus his salesmen's efforts make the business 

ngger eac 
That is 

what a complete service department 


What the Future Mean* 

T^HE Big Family has many master minds. 
* They have looked ahead of to-day. They 
have predicted and proved that the day has 
actually come when complete service must sell 
automobiles. Two or three years hence no 
automobile organization can stay in business 
without complete, organized service. 

The pulse of the automobile market has 
been felt by solid business men of the Big 
Family. They have shown keen foresight in 
anticipating that coming event. 

There must be some way to carefully sys- 
temize the basis for organized service. 

They did it in the carefully-compiled Parts- 
Stock lists which some time ago were 
sent to all HUDSON distributors and dealers, 
so they might have on hand at any moment a 
complete stock of parts — so complete that no 
HUDSON owner would have to wait an in- 
stant longer than necessary for a part. 

That service makes sales — builds for per- 
mancy — solidifies a business — keeps owners 
away from other repair shops that have com- 
peting agencies on their strings. 

Every member of the Big Family can take 
pride in the fact that the preat majority of 
dealers and distributors decided that building 
for permanency — that holding business after 
they had fought for it — was as necessary as 
was pointed out. 

Idem Meets With Approval 

THE gratifying enthusiasm that attended the 
* idea of a complete, organized service was 
great. It showed dearly that the live aggres- 
siveness of the Big Family is not wind. It 
conclusively demonstrated that we are all up 
on our toes and ready to make the words 
"HUDSON Service" stand for the best type 
of service this country knows. That is the 
thing that wins business and gains the respect 
of every owner who comes into contact with 
the Big Family. 

As quickly as parts are shipped to dealers 
and distributors everywhere, there will not be 
a spot in the United States that will ever 
produce anything but happy HUDSON own- 
ers — there will not be a community where an 
owner has to wait for parts. 

The minority who haven't yet returned the 
Parts- Stock list, let's get the orders back 
to the factory as fast as Uncle Sam can 
carry them and make "HUDSON Service" 
from Maine to California an unbreakable 
chain of complete, organised service. If yours 
is one of the lists that have not been 
returned, please mail it to-day, so it will get 
to the factory by return mail. 

Coupon Brings Brilliant Collection of 

Automobile Show Ideas — No Charge 

44 Y ¥ UPSON Cars at the New York 
r^ Show" is, in a nutshell, probably the 
A A most brilliant set of ideas for con- 
ducting an exhibit at an automobile show that 
it is possible to secure anywhere in the United 

Encyclopedias of automobile show experi- 
ences are boiled down into the article. To get 
that experience — on which the HUDSON ar- 
rangements for its New York and Chicago 
automobile show exhibits are based — is worth 
a good many dollars. It cost years of hard 
mental "digging." 

Illustrating the comprehensiveness of these 
show ideas — that can make your exhibit at 

your show stick out from its surroundings and 
increase its orders — is the fact that this col- 
lection takes up the best method of selling cars 
at an event of this kind. It tells how the 
salesman should approach the prospect, how to 
discuss the chassis to best advantage, how to 
leave an indelible impression on his mind and 
a myriad of other fine points that it is valuable 
to know. 

In a recent issue of the TRIANGLE this 
article was printed. We have had it reprinted 
separately and your copies of it are waiting 
your order for them. There is no charge for 
this article. Use the coupon and mail it to- 
day, so to get copies by return mail. 

Send the Coupon by Return Mail Today— Your Copies are Awaiting this Order 

Hudson Motor Car Company, 
Detroit, Mich. 

Gentlemen : Send me 

York Show " by return mail. 

. Copies of the reprint "Hudson Cars at the New 



Company Name. 

D i g i t i zed by 

Gaggle _ 

Dealers Who Seized the 

ain Chance 

T3E secretary of The Automobile Club 
of Rochester, N. Y., was conversing 
over the 'phone with the Human 
Synonym for Chain-Lightning. 

The big automobile event of the year in Ro- 
chester is The Automobile Club Reliability 
Run. The big honor is traditionally accord- 
ed to the Pace-Maker and Pilot car, which 
is naturally a hotly-contested position. 

The secretary happened to let drop a word 
that suggested the Pace-Maker and Pilot Car 
had not been chosen though the run was not 
many hours away. 

Instantly the Human Synonym for Chain- 
Lightning roused an employee into wakeful- 
ness with a pyschic wave, shot him out to 
the curbstone where stood a car, and with* 
the same mental emotion and two words of 
directions, got him into the car and started 
toward the secretary's office at 20th Century 
Limited speed — at the same time conducting 
an enlightening conversation with the secre- 

"By the way," he casually remarked. "What 
sort of a car had you ought to have for the 
run — a runabout?" 

"Well, yes, but something pretty fast," came 
over the wire. 

"Fine. My personal car, a Hudson '33' 
is the car you want. It's waiting for you now, 
right out in front of your office. See it out 
of the window there? Use it. Good-by, 

And in a moment there was the car and 
the pyschic-awakened employee, standing out- 
side the Secretary Bert Van Tuyle's office, 
waiting for the run to start. The whites of 
the secretary's eyes shone like those of the 
Britishers at the Battle of Bunker Hill. 

Jim Gillis is Spssd 

*T*HE photograph you see below is the vivid 
evidence of the fact that the human coun- 
terpart of Chain-lightning is Jim Gil- 
lis. Jim is your relative at Rochester, N. 
Y. — the holder of the main chance there. 

You probably guessed it. 

And Jim is a farmer by nature. 
He loves the soil, raises a crop 
each year that would make Jim 
Hill quit advertising Northwest 
grain statistics, were he to know 
of this — and is a fancier of pedi- 
greed Scotch Collies and blue- 
blooded chickens. 

He does that in spare time. 

In 1909 Jim Gillis was in the 
insurance business. He owned a 
Pierce-Arrow and wanted a road- 
ster that would take him from his 
farm to Rochester quick. When 
buying the roadster, the thought 
struck him that the automobile 
business was his calling. 

In a moment he had it figured 
out, applied for a Rochester 
agency in the next breath, got 
turned down, hung on, and then 
got the contract. 

Start* "Automobile Row" 

*THEN he bought out a man who owned 
a "hole-in-the-wall-and-hand-to-mouth" re- 
pair shop. 

The first year he sold 100 cars and was 
among the biggest dealers in Rochester. 

One morning he happened to take especial 
notice of the Rochester convention hall. In- 
stantly an image of Rochester's future auto- 
mobile row half a block down the street hit 
him square between the eyes. 

As quick as chain-lightning works he bought 
the Old Jennings residence — formerly the 
home of one of the oldest families in Roches- 
ter — tore it down, reared a handsome building 
in about two months and today he's the cen- 
ter of Rochester's "automobile row." Or, 
rather, Jim Gillis' automobile row. 

Jim is a rapid-thinker, rapid-worker and 

has a store of the keenest foresight imagin- 

Never have any chain-lightning moves 
turned out wrong for Jim Gillis. 

Now let's see why — 

His Business Principle* 

^VfHEN Jim Gillis entered the automobile 
business he seized the main chance. 

His sound business principles, his keen 
foresight, his belief in the highest type of 
owners-service, his chain-lighting-like busi- 
ness moves and his solidity with the commun- 
ity to which he sells are responsible for the 
largest measure of his success. 

His service department exists only for own- 

his own owners. Excepting the sale of cars, 
he won't sell anything to anyone but his own- 
ers, not even gasoline. 

And in that business principle Jim Gillis 
has uncovered one of the mightiest of com- 
mercial laws: 

It's many times harder to get new business 
than it is to hold old business. 

He holds the old business by giving own- 
ers undivided attention — thus he proceeds 
along the safest business lines. That prin- 
ciple, naturally, is only applicable to cities 
where the volume of car sales is large enough 
to warrant. 

Thus he is always able to take care of the 
most urgent demands of owners. No owner 
ever has had to wait longer to have adjust- 
ments made than the minutes it takes Jim's 
force to do it. 

Believe us, that's service! 

The Ptatm Glass Idma 

A ND on the selling end, Jim Gillis is a 
wizard at engineering sales. 
Remember Blanche Scott, the Rochester 
young woman who drove a certain car from 
New York to 'Frisco — and the newspapers 
were full of the stories? 
Guess who sold the Scott family a car? 
You guessed right. The Hudson "33" they 
drive today is their happiest possession. 

You know that plate glass sides 
to a room make it look about 
twice as large and impressive. 
One side of the Gillis' salesroom 
in Rochester is a large plate glass 
that gives a beautiful effect to the 
showroom and impresses a visit- 
or with its size. 

So brightly polished, so perfect 
is the glass that the Gillis organi- 
zation is constantly on edge to 
keep visitors from trying to walk 
through it 

Jim Gillis is making a great 
Hudson record on selling and 
service in Rochester. The Big 
Family takes off its hat to him. 
Jim, we're proud to know you, 
proud to say: 
"Yes, oi course, Gillis is a 
mi * ~ member of the Family." 

Pilot Car. D jgj t j zed by VjOVJQIC 

Radiator of the 

Published weekly by the Hudson Motor Car Co , in the interests of Hudson Distributors, Dealers and Salesmen. 

Hudson Exhibit at New York Show 

Illustrates Cars of Great Prestige 

NEW YORK, Jan. 6.— When the doors of Madison Square 
Garden are this evening thrown open to His Majesty, the 
American Citizen, the motoring public will see the magnifi- 
cent climax of the months of work in preparation for the 
exhibit of the New Self-Starting Hudson "33." 

Every factory man at the exhibit, every one of the men of The 
A. Elliott Ranney Company — New York distributors for the 
HUDSON — have the same answers for every question from visit- 
ors. This is the result of Thursday morning's meetings and those 
that followed at which every individual connected with the exhibit 
was primed for the occasion. 

Every point about the exhibit is standardized. The rehearsals 
of the parts each man takes have been as exacting as those essen- 
tial to the successful production of a theatrical production. Plans 
have been made to care for every situation. Everything will be 
carried out with military precision. Only visitors are allowed to 
sit in cars and their time is short. How the men at the exhibit 
stand, how they open conversations, how they wind them up dis- 
missing the prospect, what literature to hand out at the essential 
stage, how to get prospects' names, how to record them, what to do 
between prospects' visits — all this and more has been rehearsed 
until every man has the ideas down to a fine point and his efforts 
produce maximum results. 

Snotti- White Chassis In Place 

THE beautifully electric-lighted snow-white chassis that is the 
striking feature of the exhibit — because it teaches a wonderful 
lesson in simplicity — has started many sales toward the closing 
point. It is set off beautifully by the remainder of the exhibit an? 
brass rails that surround it. Within the rail an expert tonight 
begins delivering talks on the simplicity of the chassis, on the fact 
that it is impregnable to dust and dirt, on how Howard E. Coffin in 
his latest car has outdistanced all contemporary cars. 

Mounted on a plass dash on the snow-white chassis is the sim- 
ple self-starter, which also has its part in the description delivered 
by the expert. 

"Skeleton" Another Important Feature 

JEAN BEMB, who superintends setting up the exhibit, also 
put in place a "skeleton" of the New Self-Starting Hudson 
"33." The gears that drive the pump are shown in position. Then 
there is the crankshaft, then the flywheel, fan and clutch, then the 
transmission, universal joint, driving shaft and differential are all 
shown assembled. All housing has been stripped off. 

It makes a wonderful educational feature — and shows the man 
who fears the complexity of the automobile the driving mechanism 
of the HUDSON. At a glance a man can follow the transmission of 
power — the line of drive — from the crankshaft clear to the wheels. 

The "skeleton," excellently mounted on a table, is intensely 
fascinating to the man who thirsts for automobile knowledge. And 
every owner and prospective owner of a car is in that class. 

Models With Glass Hoods 

T HEN come the standard models of the New Self -Starting 
1 HUDSON "33." Most prominent is the touring car, then, the 
torpedo and the runabout. 

The runabout and torpedo are equipped with electric-lighted 
glass hoods, so that the simplicity of the enclosed motor is perceiv- 
able at a glance and leaves a permanent impression of simplicity — 
"clean design" — which is Howard E. Coffin's own expression. 

The exhibit represents several months of preparatory work 
and some good hard brain work. As a result it is one of the most 
attractive features of the great show. Every aim of the exhibit is 
to impress upon the prospective purchaser the fact that the HUD- 
SON is an actual forward stride in engineering progress. 

And it does it. 

Rannep Men Enthusiastic 

liott- Ranney Company, New York distributors, wearing his 
smile-that-can't-come-off, is combining his salesforces with those 
of the factory and everything is in readiness for the opening of the 

The Ranney men, constituting a great selling machine, are 
highly enthusiastic over the HUDSON outlook at the show. 

For it looks like a HUDSON week — from every point of the 

New York hotels are crowded with visitors from all over the 
country. It is said there are Europeans here, also, who made the 
trip for the purpose of inspecting American cars. 

There is not a state in the union, but that has its quota of pros- 
pective automobile buyers here in New York City, attending the 
great exhibits. New York is worked up to a pitch of intense en- 
thusiasm over the automobile show and officials believe this will 
be the greatest exhibit in history. 
| Consider that point. Then consider the car you sell has the 

I most advantageous position at this great show. Then, is it any 
wonder that this automobile show marks the entrance of the Big 
I Family into the greatest year in its wonderful history? 

| Factory flien at Great Shoto 

SALES MANAGER E. C. MORSE of the Hudson Motor Car 
Company is in charge of the exhibit. 
j Also other factory men you have met are here at the show. 

1 The entire party arrived Thursday morning and immediately 
I pitched into the work on hand, with the result that by this morning 
| everything was squared away for the opening tonight. 
I If you can possibly get away from your business for a few 

I days, get down to the New York Show. You'll go home with a 

valuable, new perspective as a result of getting away from business 
I for awhile. The wisest automobile man in this country will learn 
I something here — and such trips usually pay large dividends in sales 
I as a result of ideas that you can gather. 
| The Hotel Astor is housing the HUDSON party. 

Hop on a train tonight and join the Big Family at the Great 

New York Show — if you are within reasonable distance. 

The Most Important Thing: Get The Order ! 


—Deluge of Orders Ushers in the New Year—* 

The Smile That Can't Come Off Identifies the Members of the Big Family, While the 

Life-o' -Trade Stores its Cars in Warehouses, the Hudson Factory Works 

Overtime Shipping. Opening of Big New Addition Increases Facilities. 

THESE are happy days. 
The last two weeks of the old year 
and the first of the new year indellibly 
implanted upon the mind of every 
member of the Big Family the fact that the 
youngster 1912 was born to be a HUDSON 

With the_ upper half of the United States in 
the grip of winter— with the Southern half 
of the country selling HUDSONS as fast as 
the cars could be shipped— with the factory go- 
ing at a clip that outsrips most plants 
in the center of automobile activity — with every 
distributor and dealer in the United States do- 
ing a far heavier Hudson business than he did 
during the same period last year — is it any 
wonder the-smile-that-won't-come-off is the 
standard facial expression of the Big Family? 

Cash Lett? Needs a Car a Dap 

MINNEAPOLIS needs almost a Hudson a 
1T * day to appease the motoring thirst of that 
city, and the Thursday night before Christmas 
twenty-four new Self-Starting Hudson "33's" 
were shipped to the Twin City — eight carloads. 
The same shipment is scheduled for January. 
George B. Levy, "Cash Levy," of the Minne- 
apolis-Hudson Sales Company, is the man 
whose selling capacity is a car a day. 

Manager F. E. Benson ,of the James Auto 
Company, Syracuse, N. Y., spent a week out 
in his territory, among dealers and automo- 
bi lists. Accompanying a modest letter were 
thirty-one orders for the New Self-Starting 
HUDSON "33" he had gathered, for winter 
delivery. A week's trip ! 

Then came an order from M. B. Aultman, 
one of the most aggressive dealers in the Big 
Family, for a shipment of twenty touring cars 
for the territory surrounding Jacksonville, 
Florida, his 'headquarters. Mr. Aultman's 
slogan is: Get out and dig up business. Don't 
wait for it to come into the salesroom. 

All of the possible business won't come. 


Louis Geyler There With Both Feet 

N TOP of that came this telegram from 
Chicago : 

"Everything looks great in Chicago. Louis 
Geyler had splendid week. Sold six cars, in- 
cluding limousine. BEMB." 

Then the Hudson Sales Company of Los 
Angeles — the organization that on Friday, the 
13th of October, the hoodoo day, sold eight 
cars at retail and established a ten-car agency 
—wired the factory that thirty cars were nec- 
essary for the December shipment. 

Everybody Contributes to Flood 

CROM all other sections of the Big Family 
* there was an influx on other days. 

The first morning mail that reached the fac- 
tory one day before the Christmas holidays 
commenced brought orders for eighteen cars. 

Then between Christmas and New Year 
and the first week of the new year, the deluge 
continued at a healthy, steady pace. Orders 
for cars from all sections of the country piled 
up at a good clip, all echoing the cumulative 
effect of the good service given by distributors 
and dealers, of the determination to get out 
and get orders on the part of the salesmen, 
of the power of advertising, and, greatest of 
all, of the wonderful product the Big Family 
is selling. 

Doesn't that make your heart glad? 

Prospects Stop Indoors~-K.ead Jiuto 

COR those dealers who are in territories 
1 where the snow is on the ground, the 
roads are fierce, and demonstration, much less 
selling, is virtually impossible, there is a won- 
derful opportunity to take advantage of the 
fact that their prospects are now staying in- 
doors and will read every letter, every booklet, 
every leaflet they receive on the subject of 

Bombard them with selling literature each 
week. Accompany it with a good letter. 

"Coming Events Cast Shadows Ahead" 

THE great American motoring public with 
1 the coming of the New Year reached its 
fullest appreciation of Howard E. Coffin's lat- 
est and greatest car— the influx of orders tell 
the story in no uncertain terms. 

It is the shadow that forecasts the events 
ahead — the terrific spring rush. It echoes the 
necessity of every one of the Big Family get- 
ting out and digging up every available order 
on the strength of the over-demand of spring. 

Business at this time last year was nothing 
like it has been for the past three weeks. And 
when one considers that at the end of the 1911 
selling season HUDSON demand was 2,000 in 
excess of factory production, it furnishes a 
strong argument to close many sales to pros- 
pective buyers who are now almost closed. 




HERE is an interesting letter from a wo- 
man driver of a New Self-Starting 
Hudson "33". It suggests an idea that 
is a good one to use in selling— that the "33" 
today is worth 50 per cent more to women 
drivers, because it is self -starting. The letter: 

"Your Bulletin re-care of Hudson cars just to hand 
and as an enthusiastic owner and driver, who likes to 
know what makes "the wheels go round" and how to 
keep them going most smoothly, I wish to express my 
appreciation and thanks. 

"As a company you certainly do think out, and sup- 
ply the thing almost before the need is felt among 
your customers. 

"This self-starter has, for instance, brought the 
value of the Hudson "33" up 50 per cent to every 
woman driver — it is the thing. 

"Thanking you for it, and again for these Bulletins 
which are of inestimable value to the careful driver. 
Mrs. S. Silverman, Montreal, Que." 




whose home is in Calcutta, is a Hudson 
owner and has grown fond of the "33" 
Next year he leaves Calcutta for good and 
he wants a Hudson for his use in Great 
Britain. Here is his letter: 

"You may remember that I wrote to you in May or 
June last inquiring whether your cars were on sale in 
London and if so for particulars as I am returning to 
that city early next year. 

The car of yours which I am using is No. 8218 and 
it is because I like it and its price was moderate that 
I thought of having one when I leave this country for 
good next year. At the present time I am using also 

a D B • (6 cylinder), a U (26 H. P.), an 

A and a W S , but I like the Hudson as 

well as any and better than two of these. I am, dear 
sirs, yours faithfully, I. Lewtas, Lt.-Col." 

O B. Mann. 

**• manager 
of the New- 
ark, N. J., 
branch of The 
A. Elliott 
Ranney Com- 
pany, who is 
a great oars- 
m a n, besides 
r i , ., . being a suc- 

cesstul automobile salesman, paid a visit to 
the factory. The first two weeks after Mr. 
Mann joined the Big Family he spent in 
lining up prospects. Then the first day of the 
third week he sold five cars. In the following 
four and one-half months he personally sold 
thirty-two HUDSONS. The culmination of 
his success was his acquisition of the man- 
agerial office at Newark. 

(^HARLES M. STORMS, the Hudson deal- 
y* er at Washington, D. C, was a welcomed 
visitor at the factory. He came in the com- 
pany of Eastern District Manager C. M. Bab- 
bitt. During his stay he went through the fac- 
tory, met the heads of the organization and 
was the guest of Sales Manager E. C. Morse. 
Mr. Storms is getting things lined up for a 
heavy volume of business. 

Accompanying Mr. Storms was Fred C. 
Sibbald and "Duke" E. W. White, who arc 
associates of Mr. Storms in the HUDSON 
business in Washington. 

f\ A. STRATTON, of Stratton & Wood- 
*-*• cock, the HUDSON dealers at Grand 
Rapids, Mich., was a visitor at the factory. 
Mr. Stratton is a great HUDSON enthusiast 
and judging from the volume of testimonial 
letters from his territory there is mighty good 
reason for his enthusiasm. He has one of 
the most enthusiastic bunch of HUDSON 
owners to be found. Mr. Stratton, incidental- 
ly, is selling the cars in the Grand Rapids ter- 
ritory at a gratifying pace. 



Your Prospects the Big 

Family's Guests at the 

u New York Show j 

HERE is a great idea that will help sell 
cars for you. 
No doubt some of your prospects will 
be in New York for the Madison Square Gar- 
den automobile show, January 6 to 13. A num- 
ber of them will probably go to New York for 
the automobile show itself. Lots of pros- 
pective buyers of cars do that. 

The factory will send them a beautifully 
engraved invitation to attend the HUDSON 

Enclosed in this number of the TRIANGLE 
is a blank sheet. On this please give the name 
of your prospects and their New York hotel 
address. Imagine the impression, when they 
receive an engraved invitation to visit the 
HUDSON exhibit. When they visit the ex- 
hibit the factory will take them in hand. 

So that the advertising department at the 
factory will know how many engraved invita- 
tions to order, send in your list of prospects 
today — by return mail. Please do not let a 
moment's delay interfere with your reaping 
this extra advantage. Mail the enclosed blank 

Digitized by 



| Proved Business-Getting 

2— How to Stage the Testimonial 

discovered a great idea when talking to 
a prospect one day. He had mislaid a 
letter written by a friend of the prospect — 
the friend being an owner of a HUDSON. 
Just at that moment he wanted the letter bad. 
He couldn't find it. Then he remembered that 
possibly it might be with some letters that were 
later put into the safe. 

The prospect was in the proprietor's office. 
Acting on the chance of finding the letter in 
the safe, he gave the several necessary twists 
to work the combination, opened the outer 
door, then an inner door and pulled out an 
imposing box containing papers. 

Out of this he carefully extracted the letter 
he was hunting for. It took about a minute. 
He was rather amazed at the eagerness with 
which his prospect reached for it and devoured 
its contents. The letter made an indelible im- 
pression — many times stronger in selling force 
than any testimonial he had ever before shown 
a prospect. 

Before the man left the salesroom he had 
his name on the dotted line. An ordinary 
testimonial letter had been the potent factor 
in the sale. The result stuck in his mind. 

Staging the Letter Won the Order 

Ll£ decided the staging of that testimonial 
** had sold that car. Taken from a safe 
where only the vital matters of the business 
are kept — being regarded as a treasure — made 
its contents mighty valuable to the prospect by 
the time it was handed him. In proportion to 
the value with which he held it, it influenced 
his mind. Hence the sale. 

From that day on he kept his testimonials 
in his safe. He carried a list of owners of 
HUDSONS with him when selling on his 
floor. He had every salesmen do this, too. 
He asked the prospect who he knew on the 
list. Invariably he knew some one. Then the 
salesman would say: "I have a letter from 
him that is very valuable to any purchaser of 
an automobile." 

And he would lead him back to the pro- 
prietor's office. As the prospect watched, the 
proprietor turned the combination, extracted 
the desired letter and handed the letter direct 
to the prospect, the salesman stepping aside 
for the moment. 

It was the factor in closing many sales — 
and is acknowledged one of the big selling 
assets of this business. 

Yet the idea is simple. It is simply staging 
— the way a great actor on the stage would 
do such a thing to win his audience. In this 
case it wins orders. 

One dealer to whom this idea was given in 
a personal talk, does not use a safe. But he 
uses a black money-box, which he keeps locked 
up in a drawer of his desk. 

At the correct point in his discussion with a 
prospect he gets out his keys, leads the man to 
his desk, hunts up the right key, opens the 
drawer, carefully lifts out the impressive 
money-box, gets another key, unlocks the box 
and tenderly lifts out the then-valuable docu- 
ment and being careful not to soil it, hands 
it over to the prospect to read. It takes but a 
moment longer than the less effective way and 
that extra moment often closes sales on the 

Add this provedsuccessful idea to your sell- 
ing efficiency to-day. 

Men Who Visit You at Home 

Upper Row (Left to Right) — Richard Bacon, Jr., Western District Sales Manager; J. 8. 
Draper, Sales Manager District No. 2; Walter J. Bemb, Central District Sales Manager. 

Middle Row — E. C. Morse, General Sales Manager; 
Winnlnffham, Advertising Manager. 

E. H. Broadwell, Vice-President; C C. 

Lower Row— E. O. Patterson, Southwestern District Hales Manager; L. A. Robinson, South- 
ern District Sales Manager; C. M. Babbitt, Eastern District Kales Manager. 


hundreds of friends in the Great South- 
west, and made a tremendously success- 
ful record among dealers there, as South- 
western District Sales Manager, is now Sales 
Manager of District Number 2. 

Mr. Draper, a former easterner, is traveling 
Western New York, Western Pennsylvania, 
West Virginia, Kentucky, Ohio and the lower 
peninsula of Michigan. This allows Jess to 
be nearer his home in Toledo and gives him a 
chance to play with the Kiddies oftener, which 
is gratifying to Jess, despite the corner-grocery 
philosophy that "business is business." 


EO. PATTERSON is the new South- 
western District Sales Manager. 
• He comes into the Big Family with 
years of experience, not only in helping dealers 
sell cars, but in actually selling them himself 
on the salesroom floor. 

Mr. Patterson began his career in the auto- 
mobile business in 1905 with the White Com- 
pany, Cleveland. He sold cars at retail and 
established a successful record. Then he 
went to Detroit and after working for some 
time in the retail end of the business he took 

a hand in the Michigan wholesale business for 
the same concern. 

Then he joined the organization of The 
Philip Carey Company, being in charge of 
their Michigan department in the wholesale 
end of the business. He remained with this 
institution for nearly five years. Then he 
traveled Illinois for the Warren Motor Car 
Company. He has known officers of the 
HUDSON Company for a number of years 
and comes into the Big Family with the or- 
ganization's knowledge that his selling experi- 
ence will be of value to the distributors and 
dealers of the Great Southwest. 


SAMUEL HIRT, the live, energetic Bu- 
cyrus, O., HUDSON dealer, wants some 
one to dare him to take the crank off his 
car, for the reason that he is getting 100% 
starts — and the crank is superfluous in cold 
weather or warm. Sam's competitors know 
him too well to think of daring him, so the 
TRIANGLE has got to perform that function. 
Here is his letter: 

"All my Hudson cars are equipped with Self- 
starter and they are all working fine. I have been 
thinking of taking my crank off for I have no use 
for it. It starts the car at any time, cold or warm. 
Everybody savs it beats the C or the W . 

Samuel %fcjitizedbyVLjOO«3 

Dealers Who Seized the 

ain Chance 

HERE is a disheartening situation: 
A prospect had been called upon 
by the St. Louis agent for the HUD- 
SON at least twenty-five times. At 
first the prospect tried to get a cut-price 
and couldn't. The agent had tried every 
conceivable means known to land his order. 
At the point our story begins the agent had 
just hung up the telephone receiver, having 
been informed that the prospect would de- 
cide that day. 

The next morning the agent again 
'phoned him. The prospect had decided 
overnight to buy a $1,200 car. The agent 
hopped into his automobile, a demonstrator, 
and drove down to the man's office. 

"I've taken a good deal of pride in the 
prospect of your owning a Hudson," he 
told the man who had decided in favor of 
another car. "Now you're going to own a 
Hudson. I want you to come downstairs 
for just a moment — I've got another 7 propo- 

Arrived at the curb, the agent drew atten- 
tion to the demonstrator. "There's your 
car. And I'm going to let you have it for 
$1,450— it's my demonstrator." 

The prospect was swept off his feet. In 
a few minutes the offer had his name on the 
dotted line and the deposit money was in 
the agent's possession. 

Poor business, you say. Wait. 
What the Strategist Did 

THAT night the agent was to deliver the 
car. This man's wife was a fastidious 
woman — and her judgment had weight with 
her husband. The strategist knew this. 

In the course of the day's work with the 
car, it happened that it became fearfully 

He did not clean it. 

That night the agent drove out to the 
owner's home with the car. "There's your 
car," he told the man and his wife; and the 
latter immediately protested. 

"That isn't the car you want." she told 
her husband. "You want a new one. Why, 
I wouldn't ride in that sort of a car. I in- 
sist upon a brand new car." 

Need we here insert the fact that fifteen 
minutes later the strategist tore up the 
$1,450 order and chucked a new order into 
the pocket from which he extracted a match 
to light a big fat cigar. Denoting triumph. 
The Personification of Strategy 
in Salesmanship 

JACK PHILLIPS is the personification of 
strategic salesmanship. 

The incident above is one of dozens that 
have taken place since he seized the main 
chance in St. Louis. Another is one you 
read recently in the TRIANGLE on "The 
Over-Cautious Buyer." 

He is the HUDSON dealer in St. Louis 
and it can be said without reserve that he 
is one of the brightest minds in the retail 
business in this country. He fights with 
Rooseveltian tenacity. Vouching for the 
productivity of that vital essential are his 
strategic selling tactics. "Get the order, 
forget the excuse!" That is a Phillips prin- 

Jack Phillips is an old bicycle man. The 
greatest bicycle selling organization in this 
country is the Mead Cycle Company, Chi- 
cago. Some years ago Mr. Phillips was 
the advertising manager of that concern. 
He gave it the foundation, the selling argu- 
ments, the selling schemes that at that time 
sold 60,000 bicycles a year! — By mail! 

Today the same catalog, the same selling 
plan, are landing the orders — on an in- 
creased advertising appropriation — to the 


I tune of over 100,000 bicycles a year. 

I When the Mead Cycle Company decided 

I on a foreign invasion Mr. Mead knew there 

I would be a battle royal. So Jack Phillips. 

went to England and laid the foundation 

for that foreign organization which is today 

doing almost as great a business as is being 

done in the United States by the Mead 


Another Fight— and Victory 

SOME years ago Sears-Roebuck, the gi- 
gantic mail-order house, started to put 
everyone else out of the mail-order bicycle 
business. And they did. 

— Except the Mead Bicycle Company and 
Jack Phillips. 

Mr. Phillips brought the first three Benz 
cars to this country. At that time there 
was only one other Benz in America. It 
was one of the old rope-drive type. Mr. 
Phillips sold his three Benz in a hurry and 
made a profit. He found the Benz factory 
could ship him more cars in a year! 

That ended that. 

Ji Mere Matter of 80 Odd Cars 

IT was sometime later that the Big Family 
acquired this strategist. 

His initial year he personally — himself, 
understand— sold 80 odd HUDSONS. Over 
eighty orders — that's the answer to strate- 
gic salesmanship. And on top of that he 
ran the entire business of the Phillips Auto- 
mobile Company, this in addition to his 
duties as chairman of the Automobile Show 
Committee of the St. Louis Dealers' Trade 

Some going, you say. 


Now then — the secret of Jack Phillips' 
marvelous selling record lies in the fact 
that he works his brain like the 20th Cen- 
tury Limited when he is selling a man. He 
finds every point of attack. He locates a 
man's like and dislike instantly. While 
there is a single point left on which to hang 
an order, he is there. He hunts out the 
lines of easiest resistance on which to sell 
a man. 

Like the recent story in the TRIANGLE. 
He found he could sell the prospect quick- 
est by selling his enthusiastic son. He did 

it. And automatically the order came in, 
just as he had strategically planned it. 

These are but a few of dozens of in- 
stances where he put orders across in the 
face of resistance that stumped other St. 
Louis dealers. 

He Has Lifted Himself AboVe 

JACK PHILLIPS is recognized in St. 
Louis automobile circles as the livest 
dealer in that city. He is actually the au- 
thority on automobiles there. He typifies 
the HUDSON situation in most cities in 

His office of authority has lifted him way 
above competition. 

That may be viewed as another bit of 
strategy, for the only other car of exactly 
the same price as the HUDSON is built in 
St. Louis, where Jack Phillips, the fighter, 

A man of such caliber, you may well be- 
lieve, gives the type of service to his owners 
that fits his position in St. Louis motordom. 

Jack, your presence in the Big Family, 
knowledge of your selling strategy is worth 
a lot of money to every man of us. And wc 
know it is to you. 

May the filled-out dotted lines double in 
number with every year. Jack, the glad- 


Written by Owners of the New Self- 
Starttnff Hudson "33" 

"What points are responsible for your 
buying a HUDSON?' was asked of 
owners. A letter was sent them, so the 
TRIANGLE could present you with the 
salient points that clinched sales. In 
these letters owners sum up their rea- 
sons for buying. Knowing WHY they 
bought enables you to forcibly present 
selling arguments that are proved order- 
getters. From time to time these letters 
will be reproduced in the TRIANGLE. 

Detroit, Mich. 

A FTER a careful investigation of the better 
" make of cars offered for sale in this city, 
both from a technical and commercial point 
of view, I decided to purchase a New Self- 
Starting HUDSON "33," because, in my opin- 
ion, it is superior to any other that is selling 
up to as high as $2,500 and is several years 
in advance of any other make. 

First, because of its simplicity and less num- 
ber of parts. Second, because it is almost 
noiseless and without vibration, which shows 
its mechanical perfection. Third, because it 
is beautiful in design, well balanced, and the 
easiest riding car 1 have ever ridden in. 

1 have now driven the car about 3.000 miles, 
and I am more convinced than ever that the 
HUDSON "33" is without a peer, as it has 
far surpassed my expectations. 

Kankakee, III. 

A FTER driving several makes of cars for 
" ten years, and carefully watching the 
strides made in the automobile industry, I 
found a masterpiece by Howard E. Coffin, a 
machine with a very quiet and extremely flex- 
ible motor of excellent design, a car of mod- 
erate weight, one with several hundred fewer 
moving parts, and a factory and organization 
behind same that is second to none. 

Digitized by VjOOQ LC 

Published weekly by the Hudson Motor Car Co., in the interests of Hudson Distributors, Dealers and Salesmen. 

New York, Jan. 12. — New York's twelfth annual au- 
tomobile show — the last that will be held in the famous 
Madison Square Garden — goes down in history as a new 
triumph for the New Self-Starting HUDSON "33." 

Commencing last Saturday, it will have been brought 
to a close when this number of the TRIANGLE is in the 
hands of the Big Family. 

Despite the fact that the show did not open until 8:15 
last Saturday night, the first HUDSON prospect — who evi- 
dently got into the Garden through the rear doors where 
the cars were being brought in — asked for a demonstra- 
tion at 3:31 p. m. This was just seven minutes from the 
time that Jean Bemb, in charge of setting up the exhibit, 
took the cloth coverings from the cars. 

First Order Within An Hour 

Within an hour of the time of the opening of the show 
the first order for the New Self-Starting HUDSON "33" 
had been placed. Between that time and the closing of 
the show at 11 p. m., the first night, a number of other 
orders were booked for the New Self-Starting HUDSON 

Sunday, Jan. 7, Madison Square Garden was closed. 

Then on Monday things opened up anew. Gradually 
the interest excited by the first few days of the show began 
to show its cumulative effect in the orders and by Wed- 
nesday it was a certainty that last year's record for orders 
at the show was going to be outstripped. 

Record Already Shattered 

By Friday, as this story is being written, the returns 
show that a new record for show sales for the HUDSON 

is a certainty, for orders are ahead of last year at the show. 

The New York show has the same national bearing on 
HUDSON sales that New England political elections have 
in forecasting national election results. Somehow New- 
England results have always forecasted national results. 

The same fact is true in connection with the New York 
show and HUDSON sales. 

It was a HUDSON week at the show. Granting that 
what "takes" New York is always a success in other sec- 
tions of the country, then the measure of success that will 
attend your selling efforts during the coming months will 
be large under capable handling. 

White Chassis Crips Interest 

The focal point at Madison Square Gardens towards 
which interest of prospective purchasers of automobiles 
turned when they reached the vicinity of the HUDSON 
exhibit on the main floor was the beautiful snow-white 
chassis with the self-starter mounted on the glass dash. 

It was on the main aisle and the fourth exhibit from 
the main entrance, so the car had ideal staging. It was 
the best position the HUDSON had ever had at the great 
New York automobile show. 

It was the most ideal position that has ever been se- 
cured by any car designed by Howard E. Coffin and at- 
tracted greater interest than his other cars — a fact that 
echoes the advertised statement that Mr. Coffin's greatest 
car is the New Self-Starting HUDSON "33." 

All in all the New York show was a huge success for 
the HUDSON. "Coming events cast their shadows be- 
fore." 1912 is due to be as huge a HUDSON success in 
ORDERS as was the memorable New York automobile 

Thousands of Newspaper Stories Show Hudson y s Growing Popularity 

NEWSPAPER interest that has settled 
itself about the New Self-Starting 
HUDSON "33" is little short of as- 

It is reflected in the large numbers of clip- 
pings of articles that automobile editors the 
country over, are utilizing in their newspapers, 
trade papers and farm publications. 

The writer was formerly a member of the 
organization of a large advertising agency. 
Every article that appeared in newspapers and 

magazines of the United States containing the 
word "advertising" was received in this adver- 
tising agency by its clipping bureau. 

For the past several weeks the HUDSON 
Motor Car Company has been daily receiving 
more newspaper clippings regarding the HUD- 
SON'S interest than were received daily in 
the Chicago advertising agency regarding "ad- 

That is the fame this product has achieved. 
It is inspiring to any distributor, dealer and 
salesman to know that the goods he sells are 

probably more famous among those in the 
marekt for such goods than the product sold 
by those he must compete against. 

That is the story told by the large bulky 
envelopes of clippings that are daily received 
at the factory. They tell HUDSON fame— 
and it breeds confidence in the breast of every 
member of the Big Family, because of the 
fact that he is selling a famous product. 

For the bulkiness of the daily clipping en- 
velope is the barometer of the HUDSON'S 

The Most Important Thing: Get The Order ! 

Digitized by V^jOOQiC 


| Twin Peaks. When he comes back he is 
I usually willing to write out his check for the 

car. He is convinced that so far as hills arc 
> concerned, he need have no fears about the 

Hudson getting him there. 

Up the Mountain Side 

THE accompanying photograph illustrates 
* one of the demonstrtions. The man at 
the wheel is R. E. Hollaway, of Mr. Chap- 
man's staff. The early part of the climb was 
made on the second speed. Within 150 feet 
of the summit, however, the road ends, and 
there is a straight shoot up the side of the 
mountain to the apex. 

That the Hudson had ample power was dem- 
onstrated by the fact that it was stopped in 
the middle of the run while photographs were 
taken. The surface is of soft dirt and rocks 
and it was difficult to secure traction, the 
powerful motor spinning the wheels freely. 
Once they took hold, however, it was a steady 
pull to the top. 

,*,. ^liiix. i...^.n, i» x i . v^iidJ/lHtllt UUI1 

dies him into the demonstrate 
car and sends him awav to the i 


THE very first essential asset of a suc- 
cessful selling organization is the pros- 
pect list. 
Leroy Leigh ton, the Worcester, Mass.. 
HUDSON dealer, one of the most energetic 
members of the Big Family, and one who is 
at present doing a rattling good business, 
started the New Year with 171 red-hot pros- 
pects, a number of whom by the time this 
Triangle is being read have become owners 
of the New Self-Starting Hudson "33." Mr. 
Leighton has an elegant showroom and he is 
one of the youngest members of the Big Fam- 
ily, for he is 22 years old. 


read this letter Selling Ideas By oamuel o. loback 

AN encyclopedia would scarcely hold all 
the good words that HUDSON owners 
have to say about the New Self-Start- 
ing HUDSON "30." The weekly TRI- 
ANGLE would have to be very large size to 
hold them all. Consequently the TRI- 
ANGLE can print good letters like that below 
only occasionally. Show the next prospect 
this, written to Mr. W. W. Carpenter of the 
Stratton & Woodcock Auto Company, HUD- 
SON dealers at Grand Rapids, Mich. : 

"Dear Friend Carpenter: — I hear you landed right 
side up, from your trip north in the Mud. I will 
admit you are some enthusiast over the Hudson "33" 
but I have one which will discount your record, 
I am sure, and I believe it good. Just to let you 
know, not only a Mechanic, but a Traveling Man, 
and for Pharmaceuticals, at that has driven his 
HUDSON "33" over 4300 miles this year, and never 
had a miss. I stored my car last week for the 
Winter, and this record I would be willing to gamble 
"which I seldom do" has not been equaled with any 
make of car driven in or out of Detroit this year. 
I am well pleased with my "33." As I have had ex- 
perience with other cars, this is why I appreciate it 
the more. Of all the good points they told me of the 
"33" before 1 bought, I divided bv "2" but I could 
have multiplied them by "2" had I known the "33," 
and if anybody seems skeptical send them to me, 
and I will give them proof enough to satisfy any 
ordinary American Citizen, in a Nutshell. ''She's 
great," she's fine, and I honestly believe the best 
car sold under $2,500. When I go north again the 
"H" takes me. — C. E. Jamieson, Grand Rapids, 


HERE is a recent letter from F. A. Figure, 
the hustling HUDSON dealer at Os- 
sian, Iowa. The factory end of the 
Big Family looks forward to Mr. Figge's 
visit with pleasure. Read his letter : 

*'**** and thank you very much. We 
certainly appreciate this way of doing business and 
hope that we may be able to convince and show 
the people that the Self-Starting HUDSON "33" is 
the only car for the money. I am coming in to the 
factory this winter to see how these wonderful 
machines are turned out, so that I may convince 
the prospects that these cars are made by fine 
mechanics and machinery of the best that money 
fan get. 

TOBACK of the A. Elliott Ranney 
Company, the New York distributors 
or the Hudson who sell more cars than 
some factories build, is a great salesman him- 
self. And from time to time he transmits to 
his men the good selling ideas that occur to 
him. As an example is a typewritten letter he 
sent the other morning to the entire organi- 

The TRIANGLE reproduces this letter be- 
cause it will suggest some great ideas that can 
be used in your business, too. Make sure every 
man in your organization gathers these good 
points. Here is Mr. Toback's letter to his 

"When calling upon prospects and in talking to 
them at the salesroom, it is wise to bear in mind 
the following suggestions to be used in conjunc- 
tion with any number of others you have been 
accustomed to advancing in endeavoring to obtain 
an order for the sale of a Hudson Car. 

"1. Call attention to the fact that this car has 
been sold to many very prominent engineers, finan- 
ciers, and to other gentlemen who have from time to 
time owned some of the highest priced cars, both 

of European and American make. 

2. Should the prospect show an interest in this 
. statement, show him the testimonials we have from a 
j number of these gentlemen, which you will find on 
; Mr. Wegman's desk. 

"3. Ask the prospect's address and offer him the 
names of Hudson owners in his immediate neighbor- 
hood whom they can call on and inquire about the 
car. This list you can obtain from a book of names 
especially prepared for that purpose, arranged alpha- 
betically under the name of the street, town or city 
1 in which the prospect resides. 

"4. Call attention to the Service Department 
; which we maintain at considerable expense. Take 
him to the stock room if necessary. 

"5. Explain to him that it is our custom in every 
' case on the delivery of a new car to request the pur- 
chaser to bring his car back to us after 1000 miles 
of service, for our examination and inspection, and 
that we go over the car to be sure that no bolts have 
become loose, take out all noi«es and squeaks which 
1 may have appeared, without charge. 

"6. Explain in each case our system of each sales- 
man being compelled to communicate with every owner 
at least once a month and report the result of such 
communication to the management, therebv demon- 
strating the fact that The A. Elliott Ranney Com- 
pany are as much interested in every Hudson owner 
after the sale, as prior thereto, as it is our intention 
J that Hudson owners shall at all times receive the best 
possible service out of Hudson cars, new or old." 

The Hardest Prospect 
I Ever Sold 

EVERY man who sells the New Self- 
Starting Hudson "33" at some time in 
his selling career has battled hard for 
the order and got away with it. 
Wouldn't it be mighty interesting for every 
one of us to get together and tell the stories 
of the "hardest prospect I ever sold," how he 
was sold, the selling talk that swung him 
over the line, the subtle idea that helped get 
the order and all the interesting and valuable 
information of how that order was landed? 
Wouldn't that be an interesting meeting, if, 
one after another, we told stories of "the 
hardest prospect I ever sold"? 

There is no better opportunity offered than 
the TRTANGLE. So beginning at once the 
TRIANGLE is going to establish an editorial 
department with the title that heads this ar- 

In your article on the "hardest prospect I 
ever sold," give some of the actual conversa- 
tion that took place between you and the 
prospect. Tell the points that got him inter- 
ested, how you closed him and everything of 
interest and value connected with the sale. 

Your experience will be of interest and as- 
sistance to every other man in the Big Family 
and their knowledge will be valuable to you. 

Tear out this article as a reminder and mail 
your article today for an early number of the 

TRIAN & L giizedbyGOO<5 


The Irritable Buyer 


The Motor Import Company of Canada, Limited. Montreal 

1KNEW my man before I went to see him 
and so I was, as 1 thought, well prepared 
to tackle him. He had seen the car at 
the show, and, as far as I could see, was 
ready to buy. I dropped in to see him at his 
office, and began to give him a little resume 
of the details of the car, and the qualities 
that would, I thought, most appeal to him. 
He was very irritable most of the time, and 
when I mentioned to him that the car was de- 
signed by one of Americas leading engineers 
he turned around and said that he didn't care 
a hang who designed the car, he wanted it 
on its own merits and not on those of the 
man who designed it. 

I dropped that line of talk right there, and 
began to tell him more about the car. I told 
him that it would do as much and more than 
fifty per cent, of any other car built, in the 
same class. 

"On what points do you claim the superiority 
of your car over the others?" he asked. 

Good Answer! 

4k CIRST, it is a simple car," I replied, "there 
* are no more parts or frills put on that 
car than are absolutely necessary to build it." 
"I suppose," he said, "that by lessening the 
number of parts it is cheaper to build, and 
then the factory makes a corresponding gain, 
but you can't come in here and make me be- 
lieve that the car is just as reliable." 

I said, "Why not? They don't use a fan in 
front of the engine because they can put it 
in the flywheel, where it does exactly the same 
work, and a flywheel is an indispensible part 
of the engine anyway, so why not make it 
do as much work as it can? Thus they save 
a fan with its belts or gears and all the noise 
connected with it." 

Batfis Beauty 

TPHEN I pointed out the beautiful appear- 
* ance of the car. I said it looked high- 
grade from start to finish. He had to agree 
with me there, although it was little more 
than a grunt. 

"How much will you give me for my old 
car, if I buy a new one from you?" he asked. 

"Not one cent," I replied; "we sell cars, 
but we don't buy them. I will give you a 
Hudson at the regular price, plus freight, and 
you are getting it very very cheap at that." 

Agrees to Sell It for Him 

I SHALL be very glad to take your old car 
1 and clean it up, and put it in our showroom 
to sell for you, if you will let me know about 
how much you want for it." 

He looked at me with a cold glitter in his 
eye and remarked, "Well, that is what I call 
highway robbery, but I suppose I might as 
well let you take the money as anybody, and 
your car is pretty much what I want." Then 
came the exciting moment when he pulled out 
his check book with a vicious bang. "How 
much do you want now — $200?" 

"No, sir," I replied. "I want the full 

Would Make a Deposit Only 

4 *DUT T thought you only wanted a deposit. 

*-* I wanted to use the car for a week or so, 
until I was satisfied with it." 

I replied that he would be satisfied with 10 
minutes of ownership, or else he would not 
want the car at all. He hesitated for a few 
minutes, then scratched away with his pen 
and threw a check at me. 

"I will send a man round this afternoon, 
and he can get the car," he said. 

And I thanked him with my sweetest smile 
and bowed myself out. As I was going 
through the door I turned round for one last 

glimpse of him and, needless to say, he still 
wore a frown that would have made even an 
Eskimo shiver. 

And Now He Boosts ! 

OUT the best part of it is that now he brags 
" about his car to all his friends, and says 
that it is the equal of any, $5000 car he ever 

But to us he is still growling. But we have 
grown to like this growling, especially as only 
the other day he told his chauffeur that he 
intended to get a "33" Runabout for 1912, in 
addition to his present car. 

It would be impossible for me to state ex- 
actly how I won his order, but my own im- 
pression is that he did it himself, having al- 
ready made up his mind to get it. 

For I let him do most of the talking and 
pretty nearly all the argument, and, for all his 
growling he is one of our most satisfied cus- 



Your Prospects the Big 

Family's Guests at the 

\v Chicago Show j 

HERE is a great idea that will help sell 
cars for you. 
No doubt some of your prospects will 
be in Chicago for the Coliseum automobile 
show, January 27 to February 3. A number 
of them will probably go to Chicago for the 
automobile show itself. Lots of prospective 
buyers of cars do that. 

The factory will send them a beautifully 
engraved invitation to attend the HUDSON 

Enclosed in this number of the TRIANGLE 
is a blank sheet. On this please give the name 
of your prospects and their Chicago hotel 

address. Imagine the impression, when they 
receive an engraved invitation to visit the 
HUDSON exhibit. When they visit the ex- 
hibit the factory will take them in hand. 

So that the advertising department at the 
factory will know how many engraved invita- 
tions to order, send in your list of prospects 
today — by return mail. Please do not let a 
moment's delay interfere with your reaping 
this extra advantage. Mail the enclosed blank 


i HE factory has made some exhaustive 
tests and experiments with No. 1 Win- 
ter Crank Case Oil for the lubrication 
of transmissions and rear axles during the 
cold weather months, and found it a very sat- 
isfactory oil for this purpose. 

The factory is now using it and wishes to 
recommend that you adopt it for winter use. 
During the warm weather the No. 1 Crank 
Case Oil is considered standard. 


VERY Hudson we sell, sells another," is 
an expression that is often voiced by 
distributors, dealers and salesmen for 
the HUDSON. 
Oftentimes, however, the sale you make to- 
day may result in even more than one sale a 
month hence. Such was the case with The 
A. Elliott Ranney Company, New York dis- 
tributors, when they sold a car to Benjamin 
Ayres, of Brooklyn. 

The letter tells the story of why it pays 
huge dividends to keep constantly in touch 
with owners. Here is Mr. Ayres' letter: 
"I purchased my HUDSON "S3" last 
June and it gave us perfect and pleasant 
service on a trip through several eastern 
states, over all kinds of roads, a distance of 
over two thousand miles, never being de- 
layed on the road from any cause due to the 
car until some trouble with rear axle mech- 
anism developed within five miles from home 
on our return, but was able to run the car 
after a short stop, and reached home with- 
out other difficulty. 

"Two of my friends who purchased a 
HUDSON '33' through my recommendation 

like myself, 

are highly pleased with their 

Coupon Brings Brilliant Collection of 

Automobile Show Ideas — No Charge 

44 T T UPSON Cars at the New York 
r™l Show" is, in a nutshell, probably the 

* M most brilliant set of ideas for con- 
ducting an exhibit at an automobile show that 
it is possible to secure anywhere in the United 

Encyclopedias of automobile show experi- 
ences are boiled down into the article. To get 
that experience — on which the HUDSON ar- 
rangements for its New York and Chicago 
automobile show exhibits are based — is worth 
a good many dollars. It cost years of hard 
mental "digging." 

Illustrating the comprehensiveness of these 
show ideas — that can make your exhibit at 

your show stick out from its surroundings and 
increase its orders — is the fact that this col- 
lection takes up the best method of selling cars 
at an event of this kind. It tells how the 
salesman should approach the prospect, how to 
discuss the chassis to best advantage, how to 
leave an indelible impression on his mind and 
a myriad of other fine points that it is valuable 
to know. 

In a recent issue of the TRIANGLE this 
article was printed. We have had it reprinted 
separately and your copies of it are waiting 
your order for them. There is no charge for 
this article. Use the coupon and mail it to- 
day, so to get copies by return mail. 

Send the Coupon by Return Mail Today— Your Copies are Awaiting this Order 

Hudson Motor Car Company, 
Detroit, Mich. 

Gentlemen : Send me Copies of the reprint "Hudson Cars at the New 

York Show " by return mail. 



Company Name. 

D i g iti zed by 


The Open Forum of Selling Discussion 

Jk T Frequent Intervals This Department Will Appear in the TRIANGLE. It is For Every Man Who Sells HUDSON Cars 

£\ to Discuss His Ideas and the Ideas of Other Men — To Thrash Out Important Questions in Connection With the 

** Mighty Problem of "How to Get The Order." Right Here You Can Express Your Ideas Prominently— You Can 

Constructively Criticize Other Men's Selling Ideas. Always Tell Why You Think a Man's Ideas Are Wrong, So If You Are 

Right He Can Remedy Them. That is Constructive Criticism. 

Your Problem Has Been Solved Somewhere in the Big Family by Someone. He Will Tell You the Remedy in "The 
Open Forum of Selling Discussion." If You Have Some Good Ideas on Selling Give Us All the Benefit. And the Hundreds 
upon Hundreds of Other Members of the Big Family Will Give You the Benefit of Their Ideas That Got the Orders. 

Good Plan, Isn't It? Write Your Ideas, Your Constructive Criticisms, Your Suggestions to the TRIANGLE to-day. 
They Will Be Featured Prominently. 

Sales Department, Alsop Motor 
Company, Richmond, Va. 

By Coleman Cutchins. 

AN automobile salesman has to be an 
unusually good judge of human nature, 
as we frequently overwork sales, and 
then again we do not work them 
enough. Doubtless this condition pervails 
throughout the country in general. 

I had the pleasure of selling a physician 
on the Eastern Shore about ten days ago.. I 
arrived in the town on the same date that the 
Medical Society of this section of the coun- 
try was holding its annual convention. 

I had no sooner gotten into the hotel when 
I saw a Doctor who was a Hudson owner. 

I immediately went over to him, and wel- 
comed him, and told him that my car was in 
town, and I wanted the pleasure of taking 
him out for a ride. 

He insisted that I should not do this as I 
was looking for business, and that he had the 
best Hudson car in the world. 

As every available room in the hotel was 
soon occupied by the incoming physicians, 
those who came in after this were forced to 
double up where possible, and the physician 
who had to double up with the Hudson 
owner, whom I have spoken of, was a pros- 
pective buyer. 

Came to Suy a Car 

WT E had told that he had come to the con 
** vention principally to buy a F car. 

As soon as the cat was let out of the bag 
you can imagine what this Hudson owner 
had to say. He talked Hudson all night in 
his sleep, and the next morning at breakfast 
he looked me up. 

In my first experience selling automobiles 
good salesmanship principally meant a good 
liar, but in selling the Hudson "33" the situ- 
ation is reversed. 

Taflfcj Along Ordinary Lines 

I dwelt along the ordinary lines, self -starting, 
big tires, plenty of room, strongly built, 
and beautiful lines. The Doctor who owned 
a Hudson came in with his attack at this 
time, and told this Doctor (who was a coun- 
try physician), that in running a Hudson 
car, or any car, on the nasty days, the big 
mud holes were places where the car was 
most likely to be stalled, it would be such a 
simple matter to turn the little crank on the 
dash on the Self -starting Hudson "33" and 
you would be gone. With the other style you 
would be full of mud, and hesitating to call 
on a patient when you arrived at their home. 
Many other features this Hudson owner 
brought out, and with his assistance I finally 
secured the Doctor's order. 

"Why Did You Buy This Car?" 

ON a little cross country run I asked him 
what made him change his mind so 
quickly from a six hundred car to a sixteen 

hundred dollar car, and why did he prefer 

His answer was, "Well, there is everything 
in favor of the Hudson, while there is 
nothing in favor of the car which I first in- 
tended purchasing. Your Hudson seems 
to be heavy enough, but not too heavy. 

"I noticed you this morning when your 
engine was cold, in fact too cold to vaporize 
gasoline, that you had no trouble at all in 
running your motor for at least a minute on 
the prestolite gas. With these features, and 
what Dr. Riddick has had to say to me, and 
lastly for this reason I decided to buy a Hud- 
son car, because it was a HUDSON!/ 


A WHOLESALE grocery salesman trav- 
els the territory which belongs to the 
Harmon Auto Company, Portland, Me., 
HUDSON dealers. He is a HUDSON 
owner and uses his car for many of his trips. 
In many towns he learns of prospective pur- 
chasers of automobiles and tips them off to 
Manager Chandler, who gets out after the 

"From my conversation with the Harmon 
Auto Company officials," says Eastern Dis- 
trict Sales Manager C. M. Babbitt, "it would 
seem that this system has landed six or eight 
orders for the company. Of course, when 
the order is landed the grocery salesman gets 
a commission." 

Rules for Automobile Salesmen 

ONE of the principal advertising houses 
in the country has issued instructions 
to its salesmen that fit so aptly that 
they are here given to readers of the 

Get business. 

Don't promise unless you can make good. Aim 
to feel after each interview that you have won a 
friend, regardless of the business outcome. 

Never attempt to coerce. We don't mind, but it 
is bad business. 

Don't persist, if persistence Is your last chance 
for closing. 

Enemies are easy to make, although nearly every 
one Is willing to be your friend. 

A turn-down leaves a prospect for future con- 
sideration; a dissatlslicd man Is harmful. 

Be on the spot at every move; the other fellow 
will always be there. 

Don't decry competitors. Some day you may ask 
them for a job. 

Failure Is the best test of a strong man and suc- 
cess often falls in unexpected quarters. It Is not 
always the big man who gracefully fits into a 
ready-made Job. Bigger than he is the man who 
conquers the obstacles of the difficult proposition, 
no matter what its proportions. 
j A little talk suggests; much talk confuses. 
, The best solicitor is the man who can make the 
other fellow talk. 

Don't tell what you want to tell, but what the 
other man wants to hear. 

i People act as the result of impressions. Make 
everything you say — every action, an added force 
in creating the Impression that the man should 
buy your goods. 

i Be courteous. Be thoughtful. But don't exhibit ; 
an over-anxiety to get the order. 

Don't cut prices. Every time you do so you are : 
stamped as irresponsible and your truthfulness is ' 
forever questioned by to whom you made the con- 

But get the business! 

ait Year- 1911 — Wasn't 

EXICO ditched Diaz; Manuel of Portugal got too gay and lost 
his happy home; "Doc" Cook went over to Copenhagen to get 
vindicated and got rotten-egged; the Dagos made the Turks 
let them set their banana stands up in Tripoli; and we only 
received some 2000 more orders for the HUDSON "33" than we could fill 
These are some of the "world wide" things that happened. 
Most every one had a few personally selected ones handed him. 
Our "young hopeful" had measles, pink eye, a surgical operation and 
the scarlet fever. Pretty good record for a four -year -old! 
Mother and father recovered from each attack nicely. 
Mother didn't get a new parlor rug because the doctor had to be paid. 
Father had a few troubles of his own — hair restorer advertisers are all fakes 
and the tailors are robbers for "V" shaped inserts in the back of last year's 

Did you have anything "handed" you during 1911? 
You did! 

Well let's forget them! 
Is it a bargain? 

All right; what do you say to jumping in and making 1912 the biggest, 
grandest, gloriest, happiest, busiest and goodliest twelve months that this 
old world has ever seen? 

Apologies to Hugh MeVey. 


Published weekly by Ike Hudson Motor Car Co., in Ike interests of Hudson Distributors, Dealers and Salesmen. 

How to Increase 

Salesmen 9 s Efficiency 

THE printing press and the U. S. mail 
has made it possible to multiply the 
selling efficiency of every salesman. 
No man can personally interview all 
the prospective buyers in his territory. He 
cannot know all the people who might buy 
his goods. Advertising and letters bring 
buyers and salesmen together. 

The advertising and circular letter per- 
forms much of the service that otherwise 
would have to be taken care of in an inter- 

In this manner the salesman can reach out 
into broader fields and bring more people 
into his store. He can interest more persons 
in his product and that is the value of cir- 
cular letters. 

Every person who enters your store does 
so at a certain cost to you. Every man that 
you interview costs you a certain amount of 
money. If you would take your total ex- 

penses for any month and divide it by the 
number of prospective buyers who come into 
your store or whom you see outside, you 
would then appreciate how much each indi- 
vidual prospect costs. 

The Net of Circular Letters 

¥ F your monthly expenditure is $200 and 
* you talk to but fifty prospects in that 
time, it has cost you $1.00 to awaken the 
amount of interest those fifty persons have 
shown in the goods you have to sell. 

You can reduce this cost per prospect and 
increase your sales in the total by increasing 
the number of prospects to whom you talk. 
Adding men might help but that is costly. 
The selling argument which interests one man 
in a HUDSON car under similar conditions 
should interest a hundred men of the same 

Where you could talk to one man, you 
could not at the same time talk to one hun- 

dred men, but you can do so by using cir- 
cular letters. 

Use Plenty of Letter* 

EVERY automobile dealer should use a 
*** great many circular letters. They should 
be sent out at frequent intervals. They should 
also go into the mail at one time. That is, 
if you have a letter that presents a convincing 
argument and you have 500 names on your 
mailing list, you should send the letter to all 
of the 500 addresses at one time and not as 
many dealers do» send a few letters each day 
until the entire lot is sent out. 

The dealer should regard these names on 
his mailing list just as he would the people 
if they went into his store. He could not 
neglect them. He could not lose the oppor- 
tunity of telling them about the HUDSON. 
He should not fail to give them the HUD- 
SON arguments by letter whenever he has 
an argument to advance. 

The factory wants to help HUDSON 
dealers establish effective mail-drumming 
departments. All the resources of the organiz- 
ation are at your service. If you will tell 
the advertising department just how you 
handle your letters and now many names you 
have, it will help it to be of real value to 

Hudfton Exhibit at New York and ChlrMan Sk 

Digitized by 



Vloe- Prudent E. II. KROADWEIX and the 
Pnclflc Occun-Thelr First Meeting. 

Vice-President E. H. Broadwell paid his first 
visit to the Pacific Coast some time ago and 
was royally received by Hudson dealers. His 
first introduction to the Pacific Ocean is 
chronicled here by this photograph. He found 
HUDSON business booming under the stim- 
ulus of mighty Western enthusiasm. 

The HUDSON "33" Self-Startcr is the talk of 
the town. 

A party came to me a few days ago and said, 
"What will you take for your agency proposition?" 
I said, "Nothing doing." 

If I can get a prospective customer out for a 
ride and let him get to the wheel, 9 out of 10 
he will keep it when we get back. 

All the HUDSONS are working fine. 
Respectfully yours, 



»UTO •V»»Ut* ««0 tCCIMODlK 

•vTaaoaut* to •,.■! 
■• •u«o «tiicit Brie*, n t. 

z»c r, ion. 




Toback, Gen 'J 




»»» York 



rv» t 

i r rr 

say ba of lr.tar»« 

■ at I )i»J •!•!. K ]. 

C* */ack to Cl.« 

i to you to 

kr.o» «f an 
nt ■•Inaaday, 




sre»e frc 
rl?ar art 

c Hyack » 
•Ml" fr* 

-. Cataktl 
-«Mn Kin 

1 c 

en ar..l CatoUll 

cr t;a*clorio, t"0 aj.l a half . . 
rearaal j-lac* «her« ar.y cn-.M I., had. Aa ther* aara re 
teleji&fiea ary raarer, M.* s»«l*n«, I etartad tho 
car »lth the eoif-n.r'.fr, *iv.i leaving th* •tartar 
»'<•-' 1/2 i»o ■•/ ro-rl, ! ran at <.ar ••& rll«», TMi 
tao rtlfti ■(>• nrttner dowr. i.lll ncr en '.LP '.4»al, but 

■ aa Vol.-. up ar.J dewr. hill. arrl •Ik'ii »• t fi « i>M of t*» 
t»o clleo tr.« pree»ur« Ir. sy FraatoH'.*- tajJi bocas* 

• »r> r.aarly »x- v .«u»!«hJ , 2 fouM a ki:1 Icj who 111 
•llllBj •r.cufji to go the heir ell<- wj c«t • fcal- 
ler. cf gaaclera fror a church «Mt', c»rrlr..i th» only 
•u-pl> lr. that rlclr.l-.y. -fl-.-r . r r...,\ •;.:» uea or 
I ha a'arnr »cu!d <tc the roioi ary !.ar~. cr not, I do 
rot inn, »- d wculrt l!t« you to flvlne r« -,n tula pclrt. 

Ko>«7«r, wo far a« T car d*t*rc :na, no hare 

■ at Jor.e >ltatac«v«r, an I ra!(. tha run fro- Chatham to 
H/ttck yaatarJey - l?« iMlas li. 7 1 /4 i.o.r», "l.lch lie* 
incloJad tire apant on t»o ferrla* at W-lmc] Iff and 
Roundout, and or.a-half houra »uH »: PMr^cllff fcp the 

Vary truly youra 

mCACk* Gaftj 

i4n Interesting Story 

AN article that is extraordinarily interest- 
ing appeared in New York papers and 
newspapers in many different sections 
of the country, which conclusively proved the 
safety of acetylene to the satisfaction of all 
motoring authorities. 

The story is well worth while showing your 
prospects to demonstrate the absolute safety 
of the HUDSON self-starter. 

The cuts above are self-explanatory. One 
is the letter that Paul Legget wrote to Gen- 
eral Manager Samuel S. Toback. of The A. 
Elliott Ranney Company. Mr. Toback for- 
warded the letter to the factory and a cut of 
it is shown above, alongside of the news 
story that resulted from the letter. 

This, in addition to other news stories that 
have been printed in many papers, is good 
evidence for you to show to prospects. It 
absolutely proves its point. When the matter 
is brought up this is the way to handle it: 

Get out this copy of the TRIANGLE. 
Then call the prospect's attention to the news- 
paper clipping first. After he has read the 


Motorist Uses Acetylene to Furnish 
Power for "Car. 

Paul Legget of Nyack made a discovery 
last week that is of interest to every mo- 
torist who has been "up against it" after 
he has exhausted his gasoline Supply miles 
from a garage. Mr. Legget has found the 
acetylene gas, while not nearly as power- 
ful as gasoline, is equally efficient in 
operating a car. This discovery saved 
him from being stalled miles from a gar- 
age and constitutes a Kood tiD to the 
country's motorists. 

He was driving from Nyack, N. Y., to 
Chatham. N. Y.— a distance of 126 miles. 
White between Kingston and Catskill. on 
the west bank of the Hudson River, he 
ran out of gasoline several miles from the 
nearest place where any could be .secured. 
As tli«?re were no telephones any nearer 
than the gasoline, he started the car with 
the self-starter and left the gas irom the 
acetylene tank on the dashboard of the 
tar turned on about one-third the way 
around. Then he ran several miles up 
and down hill, using only acetylene gas 
for power until he arrived near a church 
which carried the only supply of gasoline 
ui that vicinity He made the run of 
TJS miles in four and one-"half hours. 
which included time spent on two ferries 
at Vthineeliff and Rondout and one-half 
in hour waiting for one of the ferries. 

Recently in Detroit, automobile engi 
nac.'s pronounced aoetylene too weak a 
cumoustible to compete with gasoline .as 
a souiw ot engine power, Mr. Legget's 
performance to the contrary notwith- 

news story, then show the letter sent by Paul 
Legget to Mr. Toback commenting upon the 
experience. It is such conclusive reasoning 
that no intelligent man can override the facts. 
This and other articles of like interest and 
importance have been printed in newspapers 
in all sections of the United States with ex- 
cellent results toward overcoming the un- 
founded canards that have been sprung by 
competition that will not add the latest equip- 
ment to their cars. 

«.^..^va iii mjr iviuiuij WllIV.ll glVCS LUC IICW 

automobile licenses — and the names of new 
owners of cars. There are many of these 
new owners who I never knew about. How 
can I know every prospect in my territory— 
every man who has the money to get a car." 
Where There's a Way There's a Will 

LJ;S situation was almost as difficult as that 
1 * of the concern that would like to have 
the names of every prospect for their goods 
in the United States. 

Vet there is a way to get the name of even 
prospect in your territory! 

All public records are constantly open for 

That allows you to get to the county or citv 
tax lists. 

Those tax lists will give you the name of 
every man and woman in your territory who 
has sufficient means to own an automobile. 
Extract those names that show sufficient 
means and circularise them regularly. Then, 
when the buying point is reached, the pros- 
pect has accumulated plenty of HUDSON 
interest to bring him into vour showroom for 
a talk. 

Do It Today 
IT will be necessary to get the personal tax 
1 lists as well as the property tax lists. This 
will give you complete information and pre- 
clude the possibility of seeing records of new 
owners of cars whom you never had a chance 
to sell. 

Send to-day — right now w*hile you have a 
moment or two — to the county or city offices 
for the tax lists. Usually these can be had in 
printed form, which automatically gives you 
a mailing list. 



HAROLD G. GRAY, an active member 
of the H. B. Gray Garage Company, 
Fort Plain, New York, recently won a 
bet with a HUDSON "33." 

A prospective buyer entered the salesroom 
of the H. B. Gray Company and at once no- 
ticed the HUDSON "33 with the self-starter. 
Mr. Gray who is always on the job, so to 
speak, asked the buyer what he thought of the 
HUDSON. In reply many favorable things 
were spoken. 

The country roads in the Mohawk Valley, 
especially this time of year, are among the 
worst to be found. Many cars that have at- 
tempted this run failed. 

The buyer who lives twelve miles out in 
the country, good-naturedly bet a turkey din- 
ner that Mr. Gray could not make the run to 
his home within two hours on account of the 
bad condition of the roads. 

Mr. Gray at once started out with the HUD- 
SON "33.' After plowing through mud up to 
the axle he made the run in just one hour. 

Mr. Gray not only won the bet but received 

anorde btmM bsON " 3 o^ 


A Clearing House of Order - 

Getting Ideas in Your 

Show Room 

SOME famous authority once said that the 
seat of all knowledge lies in a man's 
power to remember what he has learned. 
If you will reflect, you'll say it's true. 

There are many excellent selling ideas in 
each week's TRIANGLE. A live Western 
dealer realized the need for having these 
accumulated ideas at his finger tips and sug- 
gested the TRIANGLE file— a file in which 
each week's issue of the TRIANGLE could 
be placed for instant reference. 

So the factory went to work and created a 
handsome morocco-bound file. It is a loose- 


Hudion Motor Car Co., 

Detroit. Mich. 
Send me the morocco-bound HUDSON TRI- 
ANGLE file, with my name engraved in gold 
on the cover, the total cost being $2.25. This 
is to be charged to my account. 

Dealer's Name 



Your Prospects the Big 
Family's Guests at the 
^ Chicago Show 


HERE is a great idea that will help sell 
cars for you. 
No doubt some of your prospects will 
be in Chicago for the Coliseum automobile 
show, January 27 to February 3. A number 
of them will probably go to Chicago for the 
automobile show itself. Lots of prospective 
buyers of cars do that. 

The factory will send them a beautifully 
engraved invitation to attend the HUDSON 

Enclosed in this number of the TRIANGLE 
is a blank sheet. On this please give the name 
of your prospects and their Chicago hotel 
address. Imagine the impression, when they 
receive an engraved invitation to visit the 
HUDSON exhibit. When they visit the ex- 
hibit the factory will take them in hand. 

So that the advertising department at the . 
factory will know how many engraved invita- 
tions to order, send in your list of prospects ' 
today — by return mail. Please do not let a I 
moment's delay interfere with your reaping ' 
this extra advantage. Mail the enclosed blank I 
now. i 

leaf file and each week a separate copy of the 
TRIANGLE, with holes already punched in 
the left hand margin, will be sent you for 
your file. 

Then each month an index, which is to be 
inserted also, will be mailed you from the 

Thus you have a clearing-house of every 
idea developed in the entire Big HUDSON 
Family right in your own showroom! 

This handsome file is nine and one-half 
inches wide and twelve and one-half inches 
long. Beautifully engraved in gold letters is 
the distributor's or dealer's name — your name. 
In the cut accompanying is shown the file 
with the gold-lettered words "THE HUD- 
SON TRIANGLE." It makes a beautiful, 
handy reference book and is a mighty aid in 

Actual cost of getting up each file is $2.25, 
which is the only cost to HUDSON distrib- 
utors and dealers, the remaining expense of 
clerical work, etc., being shouldered by the 
factory. While you have a moment to spare, 
order your file to-day — then you'll have every 
order-getting idea of the Big Family where 
you can lay your hands on it at a moment's 
notice — you have a wonderful selling text- 
book for your salesmen. 

One file for your show-room has already 
been finished. We are holding it for your 
order. Sending your order to-day brings it 
by return mail. Mail the coupon to-day. 


Auto & Supply Company, St. Joseph, 
Mo., dealer for the HUDSON, is one 
of the original enemies of price-cutting. A 
certain car that claims rivalry with the HUD- 
SON is slicing fifteen per cent off the retail 
price in St. Joseph. 

Naturally before prospective buyers accept 
the slice they come around to see Mr. Holli- 
day— and therein lies the price-cutter's Water- 
loo in St. Joseph, for be it known, Mr. Holli- 
day is selling HUDSONS right and left to 
folks who have had their confidence partially 
unseated by competition's offer to knock 
ONE-SIXTH off the retail price of the car. 
When Mr. Holliday staunchly sticks for the 
$1,600 price because the HUDSON is actually 
worth it — and because best service is impos- 
sible where the dealer gets a shrunken profit. 
With Mr. Holliday's salesmanship backing up 
that view-point, you can guess the result. 

He is also an adept at selling cars from the 
photographs alone. 

He has inspired the confidence of motor- 
ists of his territory and the* orders are coming 
his way. To every member of the Big Fam- 
ily Mr. Holliday's success should be an inspir- 
ation, because of the fact that it is solid busi- 
ness men like him who comprise the family. 

Winter Endurance Run Will Sell Hudson's 


We finished our endurance run this after- 
noon. One hundred miles and over each day 
for twenty days. Total mi I eagle 2,064 miles. 
Only two days of Good Roads. Heavy rains 
and New Self-Starting Hudson "33" plowed 
through seas of mud, and without a single ad- 
justment finished with the motor running like 
a clock. Daily Newspaper reports on car 
highly complimentary. 


AL. MAXWELL, of the Maxwell 
Motor Car Company, Lawrenceville, 
• Illinois. — the man who put Lawrence- 
ville on the automobile map — wound 
up a successful 2,000-mile endurance run that 
is selling the New Self-Starting Hudson "33" 
for him to-day. 

The Run Started Auspiciously 
You remember A. L. Maxwell is the man 
who last summer hired a mayor as a sales- 

He got the mayor again, for this endurance 
run. The mayor of Lawrenceville operated 
the self-starter and rode around a few blocks 
with the driver. A representative of a daily 
newspaper made the initial trip with the car 
and the City Clerk of Lawrenceville from day 
to day kept the speedometer under lock and 

To show what an endurance run will do in 
sales, take the case of the run held by Clar- 
ence Jamieson, Lafayette, Ind., last year. 
Nine direct sales, resulting from the event 
solely, were chalked up to the credit of the 
idea. And equally successful results are cer- 
tain to be recorded in the Lawrenceville terri- 

You are selling the same cars A. L. Max- 
well sells. It applies to your goods as strongly 
as it applies to his. Show Mr. Maxwell's 
telegram to every one of your prospects 

Coupon Brings Brilliant Collection of 

Automobile Show Ideas — No Charge 

44 T T UPSON Cars at the New York 
r^ Show" is, in a nutshell, probably the 
A most brilliant set of ideas for con- 
ducting an exhibit at an automobile show that 
it is possible to secure anywhere in the United 

Encyclopedias of automobile show experi- 
ences are boiled down into the article. To get 
that experience — on which the HUDSON ar- 
rangements for its New York and Chicago 
automobile show exhibits are based — is worth 
a good many dollars. It cost years of hard 
mental "digging." 

Illustrating the comprehensiveness of these 
show ideas — that can make your exhibit at 

your show stick out from its surroundings and 
increase its orders — is the fact that this col- 
lection takes up the best method of selling cars 
at an event of this kind. It tells how the 
salesman should approach the prospect, how to 
discuss the chassis to best advantage, how to 
leave an indelible impression on his mind and 
a myriad of other fine points that it is valuable 
to know. 

In a recent issue of the TRIANGLE this 
article was printed. We have had it reprinted 
separately and your copies of it are waiting 
your order for them. There is no charge for 
this article. Use the coupon and mail it to- 
day, so as to get copies by return mail. 

Send the Coupon by Return Mail Today— Your Copies are Awaiting this Order 

Hudson Motor Car Company, 
Detroit, Mich. 
Gentlemen : Send me Copies of the reprint "Hudson Cars at the New- 
York Show " by return mail. 



Company Name. 

Digitized by 




About 80 Prominent Dmalm and Distributor* ofthm "Big Family*' Wmrm'Gummtm of thm Factory at Now York Daring Automobilm Shout. Portion* of 
tho Inspiring Addrmmmmm madm by Prmmidmnt Roy D. Chapin. Vtcm- Prmmidmnt E. H. Broadwmll and Gmnmrat Managmr Samumi 5. Toback. of thm A. Elliott 
Rannmy Company, Now York Distributors, arm Printmd Bmtow. Thm Othmr AdJrmmmmm Will Appmar am Spmeiat Fmaturmm of Futurm TRIANGLES. 

A Similar Brmakfamt will bm Hold in Chicago During thm Show at thm Colimmum, Which You arm Hmattily Invitmd to Attmnd. 


Exctrpt from the Address of 


Presldeat •rtfce lladaaa Matar Car Camaaay 

I THINK The Hudson Motor Car Company holds 
the unique record of having done the largest 
first year's business ever done by any automobile 

It is a point that could 
be used in selling. The 

first year The Hudson Mo- 

^-t^-^-^ tor Car Company was in 

Am ^^ business, it did a volume 

Jfl ^P^^ of over $4,000,000.00 worth 

H Ht § of gross business and I 

KM ^ mm ^1 question very much 

H ^VMB whether the record will 

^M M^r ever be surpassed in the 

^-y J future. It is a record we 

Mm Bnb are very proud of, and we 

Am wEr have constantly worked to 

^ |Pv increase that volume of 

^Lm 1^^^^ business each year. Our 

^ m m ^km^JLm^mm*. Policy to increase our busi- 

^ Bl ■ to bring up with a 

''Mm mm reasonable per 

^H ^kw volume every 

^H mm- single naturally 

^^^^^^mWF 9 ^^^^ means that your business 

m should increase by the 

same proportion. 

To accomplish that re- 
sult, I know it will be of 
interest to you to be familiar with some of the 
processes which we go through with out there. 
Primarily, we have got to do one big thing. We 
have got to get an organization which can accom- 
plish the results. Most of you are well acquainted 
with the personnel of the company at the present 
time. We like to pat ourselves on the back once 
in a while, and know we probably have not only as 
good, but as harmonious an organisation as any- 
body else, and that is the only thing that makes 
any company big, and keeps it growing. 

I have been in a number of organizations in the 
automobile industry — they have all been rated as 
good ones — I do not know of any in my career 
where there has been such a uniformity of spirit, 
where the men have pulled together and where 
there has been a particular "fitting In" of each 
man. In other words, every man has a little differ- 
ent classification in the way of ability. We have 
not one man who Is a duplicate of another man, 
each man has a peculiar experience. He brings it 
to bear in the work he has to do. with the net 
result that when you get the men all together and 
determine upon these policies you are bringing to 
bear on our policies and problems as great actual 
knowledge of the business in hand as you could 

We have built a factory out there, and we are 
very much pleased with it — we are to-day adding 
to it very considerably, and I am inclined to think 
it will be constantly added to. 

In other words, the record of The Hudson Motor 
Car Company as shown by the volume of its busi- 
ness (and we can check this year's business with 
any other concern) has shown the most consistent 
increase in volume of any company in the industry 
to-day. It is moving up all the while. There has 
not been one sudden drop, and then a jumplng-up 

Just as long as we adhere to that course we are 
making money for you and for ourselves. 

Naturally neither of us are going to be success- 
ful unless we show a profit. 


Exctrpt from the Address of 


Oeaeral Maaagar, The A. Elliott Raaaey Camaaay, 
Hew Yark 

AJjITTLE over a year ago when I came with 
the A. E. Ranney Company I had had very 
little commercial experience. I always had 
an idea up to then and for a couple months after 
that, that every man you 
did business w 1 t h y o u 
should look at a bit sus- 
piciously, you should be 
careful of the kind of peo- 
ple you are dealing with, 
study them pretty well be- 
fore you make up your 
mind as to whether you 
could entrust yourselves to 
those people. 

I found after three or 
four months when I got in 
close touch with the mem- 
bers of The Hudson Motor 
Car Company, particularly 
the officers, that the only 
way to succeed was to be- 
lieve in my firm, because 
of the calibre of the men 
that are at the head of it. 
and because of the car, and 
to have my book open. 

No matter what problem 
may face me, I have found 

that when I went to The Hudson Motor Car Com- 
pany, in Detroit, and met Mr. Chapin, or Mr. 
Broadwell, or Mr. Morse, or Mr. Winningham, or 
any of the gentlemen connected with The Hudson 
Motor Car Company, and told them the true con- 
dition of affairs, it was only a question of very 
little time before they were doing everything on 
earth to help us out of the difficulty. 

There has been one fault that every dealer or 
distributor has always had to find with the manu- 
facturer, and that is the dealer's or distributor's 
fault. You feel as though the manufacturer was 
trying to get every dollar he could out of you, and 
you are wrong. You are making a mistake. 

The A. Elliott Ranney Company have found it Is 
one of the biggest mistakes we can make. You 
should feel satisfied that The Hudson Motor Car 
Company depend upon the dealers, and that they 
have the interests of the dealers at heart, first 
because if the dealers can get along, and make a 
success of the sale of the car that they build. The 
Hudson Motor Car Company will be successful. 

On the other hand, in many cases it so happens 
that there are certain Individuals with whom you 
would rather do business than with others. It may 
be possible that there are one or two gentlemen 
connected with The Hudson Motor Car Company 
that you would rather do business with, but let me 
tell you. If you will make it a point to get in 
touch with all the gentlemen connected with The 
Hudson Motor Car Company you will understand 
them — get in touch with them as often as you can. 
I and you will find they are the whitest set of people, 
or the "whitest combination of human units" that 
I you have ever known. 


Excerpt from the Address of 


Vice- Presldeat, lladaaa Matar Car Campaay 

I never was more surprised in my life than in 
going around to some of those places. To go into 
places, and stand around for five, six, or ten min- 
utes before anybody took the trouble of coming up 
to ask if I wanted anything — or if I were just look- 
ing around. Think of having some salesman 
saunter up, probably with a* cigar or cigarette in 
his mouth, and ask me if I were just looking 

Why. what in hell did he suppose I went in 
there for? Every man who comes into your store 
with the idea of buying an automobile is going to 
spend about $1,100. What would not Tiffany, or 
Marshall Field, or John Wanamaker, or any of the 
big merchants do for a $1,100 customer? They 
would turn their places upside down. That is what 
comes into our stores, every one of them the prob- 
able purchaser of an $1,100 article. 

According to statistics, boys, that is the average 
amount paid for a car. When you stop to think 
about that, and seriously consider it, does it not 
mean a whole lot to us? If we pay real attention 
to cleanliness in our stores, our salesmen, our win- 
dows, etc., we are going to double the efficiency of 
our men, and of those stores. Courtesy, like clean- 
liness, and everything of that kind, invites trade, 
and that is what everyone of us is seeking to do. 

The first year the Hudson Motor Car Company 
was in existence we operated in a small plant. Our 
facilities were not what they should have been. 
We wanted to better that condition. Now we have 
got our model factory. We probably have fifteen 
men around that plant who do nothing else but 
keep things clean. You will see them going around 
with a broom, and I Just wish, on the day before 
the first of the year, you could have looked at 
the main floors of those plants — you could have 
eaten off them. 

Photograph of Nmw York Breakfast Scmnm 


Digitized by 


Published weekly by Ike Hudson Motor Car Co., in Ike interests of Hudson Distributors, Dealers and Salesmen. 

The Official Definition of- 


The Mandate of the "Big Family" and the Correct Interpretation of a Vital Part of 
Every Distributor's and Dealer's Business. Vice-President Br oa dwell Voices Economic Facts 
About Service. "Systematize Your Service-to-Owners" is Today's Idea in "Big Family." 

Make This Official Definition a Law of Your Business— It Will Pay a Good Profit. 

Cut Out Tkis Document for Constant Reference of Your Men 


n By E. H. BROADWELL, Vice-President Hudson Motor Car Company [ 

IN order to properly define in the minds of distributors, 
dealers, and factory service men, just what is the 
definition of the word "service," and what is required 
of these men, it is necessary that there be a perfect 
understanding by the factory, the distributors and 
dealers, and the men on this point. 

Service means giving the proper attention to the car 
after it is sold, to see that the customer gets the full value 
out of it, and does not necessarily mean that everything 
that is done for that car must be done gratis. 

Judgment, however, must be used in making the right 
charge, taking into consideration the length of time the 
car has been in service, the care it has had, and whether 
its condition is due to careless or ignorant use on the 
part of the owner. 

The End of Delays 

SERVICE means the carrying of a complete stock of 
parts so as to make necessary repairs and adjust- 
ments with as little delay as possible. It means the 
employment of competent, intelligent workmen, so 
that the labor charges the customer pays will not 
be exorbitant, and he will not, through lack of knowledge, 
be charged for extra time in looking for troubles that a 
competent workman might find out at once. 

It means the equipping of a repair department with 
necessary tools, etc., so that the workmen can do their 
work in a quick and intelligent way. 

The relation of the service man to the distributor or 
dealer is largely one of instruction. 

It is up to him to give every assistance by instruct- 
ing the distributors, dealers and their men in the latest 
and best methods of locating and eliminating trouble with 

Conduct of the Service Man 

T3 render best results and achieve maximum efficiency 
for all dealers and distributors the service men can- 
not overhaul cars for distributors and dealers. This is 
part of the distributor's or dealer's duties. 

The factory service man will give all necessary in- 
struction and help to distributor's or dealer's repair crew. 

But the service man is only expected to do the work that 
is absolutely necessary in giving this instruction. This is 
to conserve each man's time. 

He will endeavor to meet owners and give them short 
talks on the up-keep, operation and care of their cars, be- 
ing of course guided by the wishes of distributor's and 
dealers in this respect. 

Service men are not permitted to do any special driv- 
ing or any special work preparing cars for endurance 
contests, races, etc., unless so instructed by the fac- 

Service men will not be permitted to use either deal- 
ers' or owners' cars for personal use under any circum-i 

Service men will only be permitted to order parts for 
gratis replacement when convinced that such parts are de- 
fective, taking into consideration in ordering such parts 
the guarantee, mileage, age, use, etc., of the car for which 
they are intended. Such parts will be charged to the 
dealer until return of old parts for which replacement is 
being made, when credit will be rendered. 

Visits to Factory Valuable 

ALL parts which may be recommended to be ordered 
for stock by service men should be sent in by the 
distributor or dealer on the factory's regular order 

The dealer or distributor must send his head me- 
chanic and if possible one or two subordinates into the 
factory, for instruction on the operation and repair of 
HUDSON cars. 

A factory trained man will often be able to accomplish 
in a few minutes' time that which an equally good me- 
chanic, not familiar with the car, will take hours or even 
days to accomplish. 

The repair department of every distributor and dealer 
must be just as much a part of his business — and a suc- 
cessful and profitable part — as the sales department. 

Because, as his business grows and he puts more cars 
into that territory, he increases the possibilities of that 
being one of the profitable parts of his business each year. 







The Most Important Thing: Get The Order J 


A Remarkable Story off How 
Tiny Errors Killed Sales of 

Four Highest-Priced Cars 

A CERTAIN salesman for a high-priced 
car in the East recently made an unac- 
countable sale. The salesman related it 
to a Hudson factory man, to whom the "Big 
Family" is indebted for great selling value — 
the caution and the moral that exists in the 

The salesman had asked the owner what 
influenced his choice of the car. To which 
the owner replied: 

"I needed a high-priced touring car, to- 
gether with a limousine body, and had $7,000 
to spend for it. I had four great cars to 
choose from. The first one 1 called upon was 
a concern that had accumulated great prestige. 
I asked for a demonstration. 

Too Frightened to Ta%e Order 

M A SALESMAN and demonstrator came to 
« my home. Just as I was about to be 
given the demonstration the carburetor began 
leaking. The salesman became very much 
fussed. He and the demonstrator spent two 
hours fixing it. It was a cold day. The car 
was not to blame and I did not hold it against 
the car's reputation. Finally they left, stating 
they would be back in one and one-half hours. 
"They never put in an appearance again — 
frightened, I guess. As I was the buyer I was 
not chasing the seller, so I didn't get that car, 
although I was ready to make my deposit that 
afternoon. I had taken my check book for 
the purpose and the carburetor incident was 
trivial. It made no difference to me, for I 
know something of cars. 

Scared the Women — Sale Lost 

**TPHE next car I wanted to buy was one of 

* equal, if not greater prestige. It was 
a slippery day. 'Can you take that hill/ I 
queried the salesman. 'It's a cinch for this 
car on high/ he said. I didn't care whether 
the car made it on high, or low. Not chang- 
ing his levers, the salesman started up. Half 
way up the car stopped and commenced to 
slide back. He tried it again on high, talking 
boastfully. This time the car slid back 15 
feet and my wife and her sister, who were 
with me, became frightened and had to get 

"I had not the least doubt but that the car 
could have done it. I knew its power. But 
scaring the women like that made me sore. 
I passed up that car, one of the highest priced 
in this country. 

No "FolloV-Up" Costs Order 

^THEN I called at the agency of the car 

* that has greater prestige and fame than 
any other high-priced car in America. The 
demonstration was beautiful. I was delighted. 
The salesman took me home. But he over- 
stepped the bounds of the car's prestige when 
he never paid any further attention to me. 
He never even 'phoned me or wrote to ask 
whether I was ready to buy. In advertising 
language, he didn't follow me up. Apparently 
when the demonstration was over he acted as 
if he was done with me. Maybe it was a slip- 
up of their system of handling sales. I don't 
know. To me that treatment is snobbish. I 
don't permit it in my business and the result 
was he lost an order. Perhaps he took too 
much for granted. It was very unbusiness- 

"Next I looked over a pretty famous car of 
about equal price. The service department was 
incomplete. There was lack of system. I 
somehow felt I could not be taken care of 
correctly. I asked several of my friends who 
owned this car. What they told me convinced 
me I was right. I could not get service there. 

That ended this car's chances. I had exper- 
ienced service laxity before. 

6 his Car Not Ta%en Seriously 
"But Got the Order 

«¥ NEGLECTED to state that in the mean- 
* time I had happened into the agency of a 
car that I considered inferior — outside drive 
and a lot of things that I didn't care partic- 
ularly about. I didn't take the car seriously. 
There were several things it didn't provide. 
I said I'd read their catalog when I left and 
that way the salesman secured my name. 
Well, sir, that man — a fine fellow — kept after 
me in a nice way for three weeks. It seemed 
that every three days I'd hear from him in 
some way. He never let the matter rest. He 
wasn't overbearing about it — handled it just 
as I would like my salesmen to handle their 
customers. His absolute sincerity — his bona 
fide knowledge that his car would make good 
for me — finally impelled me to believe that the 
best deal I could get was this car. He took 
my order with him one Saturday morning. 
For a car that I had scarcely given any con- 

"Just think what that means. When I first 
talked with this man he hadn't a chance in the 
world to sell me a car. But he did. It's a 
big lesson to a lot of business men — myself 

A Great Selling Moral 

THERE is a great business moral to draw 
from this sale. If persistency, unobtru- 
sive determination will win orders for a car 
that is not by any means strongly intrenched, 
what would it do for those famous cars that 
destroyed their chances of making this sale 
through absolutely disdaining certain com- 
mercial laws? 

Extreme care exerted by each salesman, a 
correct "follow-up" plan, a good-looking ser- 
vice department, seriousness and sincerity 
would have made it a different story. 

Just one glaring error and the sale was 

Let's every one of us indelibly implant this 
story upon our memories and never lose a 
single sale by the mistakes those salesmen 
made. It would pay you and I and all of us 
to profit by this — beginning to-day. 


JT. WILSON, a livery owner of Fairfax, 
S. C, made $187.50 net in eighteen days 
• on a single New Self -Starting Hudson 
Every livery owner in your city ought to 
know this fact. It opens up a new market 
for cars and will jump your sales. Show your 
livery men How they can do an equally profit- 
able business by putting the HUDSON into 
Show them the profit — they'll buy the cars! 
Mr. Wilson's investment was so profitable 
he immediately doubled his profit by buying 
another HUDSON from the Augusta Auto- 
mobile Sales Company, Augusta, Ga. 

The Advertising Department at the factory 
will gladly secure for you a fac-simile copy 
of Mr. Wilson's original letter, so you can go 
to your livery owners with the actual proof 
of the money he made out of the business 
move you urge upon them. 

Here is the letter from the Augusta Auto- 
mobile Company, the livest motor car dealers 
in Augusta: 

"In regard to cars Nos. 21117 and 1244S, 
we beg to advise that both of these cars were 
purchased by Mr. J. T. Wilson, of Fairfax, 
S. C. 

"Mr. Wilson at first purchased car No. 
21445 for use in his livery business and he 
found the investment was so profitable that 
he immediately purchased the second car. 
Mr. Wilson advised us recently that he 
cleared, above all expenses, depreciation, 
etc., $187.50 in eighteen days on one car 

"We think it would be well for you to get 
in touch with Mr. Wilson and get a letter 
from him in regard to how the livery business 
Pays in using the Hudson." * 


THE New Self-Starting Hudson "33" is 
on top in Kansas City. 
The Albertson-Boyd Company, Kan- 
sas City distributors for the HUDSON, drew 
first choice for space during the Kansas City 
Automobile Show, February 12 to 17, 1912. 

Both dealers' associations there have com- 
bined and only one show will be held this 
year— and the HUDSON is king ! 

Each year the HUDSON leaps in prestige 
and is outdistancing competition at a gratify- 
ing rate. The Albertson-Boyd exhibit at Kan- 
sas City is an appropriate echo of the New 
York automobile show, in which the HUD- 
SON had one of the most advantageous posi- 
tions at the show on the main aisle. 

Circular Letters in Retail Stores 

In an early number of the 
TRIANGLE we will furnish 
copy for a circular letter that 
will be suitable to send to all 
names of prospective buyers 
you have. 

CIRCULAR letters are quick, effective 
ways of reaching prospective buyers 
of automobiles. By their use the 
salesman's efficiency is increased ten- 
fold. When he, by the limit of time, can see 
but a few prospective buyers in a day, and by 
the use of the proper letter and at the cost of 
a two-cent postage stamp, can place his mes- 
sage in the hands of any man in the land, it 
is seen # how powerful and influential letters 
can be made in the sale of cars. 

Not many dealers know the far-reaching 
influence such letters have. They are apt to 
regard the effectiveness of circular letters in 
the same light with which they treat the cir- 
culars that come to their desk. 

That is not the way to look at this matter. 

The cost of sending a circular letter is so 
slight that out of two or three thousand let- 
ters one need sell only one automobile to 
make the plan more than profitable. 

Get All Your Name* Together 

r\EALERS should secure the name of 
**f every prospective automobile buyer in 
his territory. Many suggestions have been 
printed in the TRIANGLE, particularly those 
in the recent issues, for obtaining these 

If you are interested in the possibilities of 
a circularizing plan, or if you would like to 
install a mailing list that will be of con- 
stantly increasing value, please write the fac- 
tory your problems. 

Tell how many names you have and your 
plan of handling them and the factory will 
give you the benefit of the experience of all 
dealers along that line, so that you can get 
the most from them. If you would like new 
circular letters but want help in the way of 
preparation, please notify the Advertising 

nepartn tfr g Vz°ea'^ VLsOOgre 


The Suspicious Buyer 


Benn and Roberts, Pensacola, Florida 

THERE are several things which give rise 
to suspicion, in the mind of one who is 
contemplating the purchase of an auto- 
mobile, the chief among which are : 

The car may not perform as the dealer says 
it will; the mechanical construction may be 
inferior to that outlined by the dealer; the 
integrity of the dealer may not meet with his 

"Confidence is a plant of slow growth," and 
thereby hangs the difficulty in selling to the 
suspicious buyer. 

Even after having expressed a preference 
for the car you are endeavoring to sell him, 
he will bring you to the point of closing, many 
times, and as many times will slip back and 
ask for more time to consider. 

You have shown him the motor and have 
dilated on its simplicity of construction and 
its noiseless operation; you have outlined, in 
detail, the various improvements and the 
strong points from the hub of the front wheel 
to the quiet, rythmical pat-pat of the exhaust 
and from the practical application of large- 
sized tires on demountable rims to the beauty 
of outline of the body and the quality of mate- 
rial in the top. 

He expresses himself as satisfied that the 
car is all you represent it to be. 

Time for Hearing is Short 

THE time set for the next hearing of the 
case is short, perhaps only two or three 
days, but your prospect fails to keep his 
appointment, and you go to him to find that 
other dealers have seen him in the interim and 
have not only landed their cars but have of- 
fered suggestions which have almost undone 
the good work you thought you did. 

Then comes the task of nursing your patient 
back to consciousness which must be done very 
guardedly and great care must be taken lest 
you inadvertently make some otherwise insig- 
nificant remark which will confirm his sus- 
picion and send your good work glimmering. 

The suggestions offered by your competitor 
have given your prospect new "food for 
thought" and have tended to arouse his skep- 
ticism, and you find it necessary to rebuild 
his shattered confidence. 

Very cautiously you begin the process of 
finding out where the sticking point is and 
just as cautiously your suspicious buyer avoids 
throwing any light on the subject. 

Meet This Situation 

AVING done so several times, before, you 
again touch on the detailed items concern- 
ing your car, and the suspicious buyer drinks 
in everything you say and fully agrees with 
you, all the time giving you the impression 
that you are talking about his idea of what 
a car should be until you have talked your- 
self hoarse — then asks you to call again, to- 
morrow, or next week, or next month, and 
dismisses you. 

This process has been repeated so many 
times that you have about concluded that your 
prospect is another of the numerous people 
who never intended to buy a car in the first 
place and who only approached you on the 
subject for the purpose of making themselves 
appear opulent or to see how long a line it 
requires to string you. 

Finally you call on your prospect, back him 
into a corner and tell him that the time has 
come when he must either fish or cut bait — 
not in so many blunt words, necessarily, but 
in language equally significant — and generally 
after one or two expressions of distrust, 
which you painfully though pleasantly explain 
away, the deal is consummated. 

You have a check in your pocket, in part 
payment— never full payment — on the price 
of the car. You step into the street and the 


air seems as refreshing as if you had worked 
all day in a glue factory. 

Petted Him Several Months 

/^\ NE prospect, in our experience, was par- 
^^ ticularly annoying, and would improve 
every opportunity to express his suspicion. 

We had petted him for several months and 
a number of times felt that we had him where 
we could close the deal; but he kept getting 
away and always manifested an inclination 
towards suspicion. 

At least he condescended to say that "to- 
morrow" he would be in a position to close 
the deal. 

We suggested that "tomorrow" might not 
come and that there was "no time like the 
present," but he stubbornly held to his de- 

We had seen him so many times on "to- 

morrow" that we felt it was only a repeti- 
tion of the old stand off, and we were very 
much discouraged. 

But we called at the appointed time and the 
deal was closed — but not until after another 
expression of suspicion and after we had been 
made to faithfully promise that the HUDSON 
"33" would do so and so and would not do 
such and such. 

Difficult To Get His Confidence 

WTE HAVE suggested that it is diffcult to 
w instill confidence into a prospective buy- 
er in selling — for it requires time ; but the 
establishment of confidence is a valuable asset. 

And, after all, what a satisfaction it is to 
have finally landed a prospect who has re- 
garded you and your car with such a degree 
of suspicion, and what a happy culmination 
of a long-drawn-out battle! 

One suspicious buyer, however, is rather to 
be chosen than much of the class of men who 
play the waiting game hoping that they can 
starve you to accept a hundred or two less 
than list price; and you would like to read 
the views of someone, who has had a success- 
ful experience in handling this class. 

Famous Racing Driver Gives 

"Big Family" Some Good Ideas 

OU remember L. B. Lorimer, the fam- 
ous racing driver of a few years ago. 
It is some time since he has seized the 
main chance, for he is now the HUD- 
SON dealer at Providence, R. I. The excel- 
lent service he is giving owners is well known 
in his territory and he has conveyed some 
excellent rules that he follows, to C. E. 
Havens, service manager at the factory. The 
rules Mr. Lorimer follows are largely respon- 
sible for his success. 

Consequently they are given to all members 
of the "Big Family," that they may contribute 
to your success as well. Here are Mr. Lori- 
mer's suggestions to you: 

Washing; Snreeatlona. 

¥ F a new car is washed with clean cold water 
* and allowed to dry without rubbing with 
chamois, the cold water will assist in harden- 
ing the finish. If chamois is used at the first 

washing, the finish is very liable to be 

Lubrication Suggestion*. 

AFTER washing as above, go over it 
" thoroughly and make sure that every 
necessary part is properly provided with lubri- 
cant, so that you may be absolutely sure that 
it is properly taken care of before delivering 
to the owner. 

/^IVE the car a short run to make sure that 
^ everything is properly adjusted and again 
wash the car with nothing but cold water. 

Upon Delivery. 
LJAVE the owner drive car about 1,000 or 
1 * 1,500 miles and then return it and allow 
you to go over it thoroughly. The car is 
then limbered up sufficiently so that it can 
be properly tuned and any squeaks or rattles 

Life-o 9 -Trade 9 s Knock 

Sold A Car Quick! 

WHEN you hear competition's anvil 
chorus, work your brain hard for 
the system that will make the 
knocks sell your cars. 

Tough job, you say. Not at all, if a man 
will think hard and fast when the occasion 

For instance: 

A Minneapolis physician during the holi- 
days walked into the showroom of the 
Minneapolis-Hudson Sales Company, Minne- 
apolis, Minn. George B. Levy, "Cash" Levy, 
happened to be on the floor. The visitor met 
him with this: 

"Everywhere I've been to look at a car, 
they've told me that whatever else I do, not 
to come here and get a HUDSON. That 
struck me as strange that all your competi- 
tion should voice the same opinion. It 
aroused my curiosity and here I am." 

"Well, doctor," responded Mr. Levy, "if I 
were to have an operation performed and 
every other physician in Minneapolis told 
me that whatever else I did, not to have you 
perform it — it seems to me I'd think you 
ought to be a pretty good doctor and I'd pick 
you to perform it!" 

The doctor laughed. "That's right," he 
said. "You're all right, Levy. I guess you 
get my order." 

Mr. Levy talked 10 minutes with him and 
15 minutes from the time the physician walked 
into the store, he had left his deposit check 
and order. 

"I had to think hard and fast to find the 
sort of a reply that would get to him," re- 
marked Mr. Levy to Western District Sales 
Manager Richard Bacon, Jr., to whom you 
are indebted for this story. "But it paid 
big — it got the order in about 15 minutes." 


Coleman Cutchins of the sales department 
of the Alsop Motor Company, Richmond, Va., 
dealers for the HUDSON, finds that applica- 
tion of the selling ideas that bristle from 
every article of the Triangle makes these 
ideas order-getters. His letter: 

"In looking over the Hudson Triangle since its 
initial appearance I have come to the conclusion that 
this is an invaluable assistance to the salesmen of 
the big family, and many points are brought out in 
these issues, which if adhered to, are order getters." 

Digitized by VJJ A^CTVIAC 

Dealers Who Seized the 

ain Chance 

ONLY one man ever succeeded in put- 
ting over the American bicycle in the 
Old World — this, while the cycle rage 
was raging pretty strong. The genius 
who did it was an American salesman. 

The scheme he used was to hand his reg- 
ular solicitation of foreign dealers to an inter- 
preter, after he had put all the eloquence— 
and he had barrels of it — into the sales speech. 
Then the interpreter would go out and col- 
lect the merchants whom it was desirous to 
stock with this especial brand of bicycles, and 
while America's selling wizard was carefully 
exhibiting the fine points of the machine, the 
interpreter would recite the marvelous solici- 
tation. He would work in all kinds of excit- 
ing climaxes, oriental adjectives, flowers of 
speech and plain and fancy eloquence. Best 
line of stuff to be had. 

The Great Little Idea That Won 

BUT all the other American salesmen did 
the same thing in France, Germany, Spain. 
Sweden, Greece, Turkey, Russia, Japan and 
China — but they couldn't get away with it to 
any large extent. 

And here is where they fell flat and the 
hero of the story won out. It was a little 
idea of his own and it went over the platter. 

Now listen. When the interpreter laid aside 
his flower pots, geraniums and pansies and 
the like, friend Wizard, with one foot planted 
across his sample bicycle, recited in English 
with terrible emphasis the speech of Mark 
Antony. Thunderstorms, lightning and the 
fire flitted across his brow. What he said, 
while it had nothing to do with the salability 
of bicycles in foreign lands, sounded like 
mighty good stuff to the foreigners who 
couldn't understand a word. 

It gave confidence in any institution who 
would send a man out who could say such 
ponderous things. Then the wizard would 
take a couple of flings into Hamlet. Closing 
argument, you see. 

After which he would benevolently indicate 
to them on which side of the box office the 
line was to form, and he would close them up 
and get the names on the papers with the 
rapidity of a vaccination-certificate expert. 


These things may or may not have hap- 
pened as described. Probably they did. May- 
be not. We don't know. But the incidents 
were similar to our depictions, likely. Un- 
derstand, this was fifteen years ago — in the 
woolly days when the bicycle fad was doing 
its worst. 

Smile — Eloquence— Happy Disposition 

LOOK at the face before you — the face of 
the man who was the only salesman to 
"put over" the American bicycle in foreign 
lands, all over the world. 

After looking into his face need we tell you 
that his eloquence, his remarkably happy dis- 
position, his golden smile — helped him to the 
pedestal that no one else seemed capable of 

Whether he tried to sell the same man 
twice, whether the interpreter happened to 

the glad hand 
awaits h i m. 
And every dealer, distributor and salesman is 
always welcome. The close interchange of 
ideas between dealers, salesmen, distributors 
and the factory is mutually beneficial. It pays 
a huge profit. Come to the factory as often 
as you can. There are good selling ideas here 
for you. 

the Range Motor Company, Iron River 


and Escanaba, Mich., distributors for the 
Hudson, were welcomed visitors at the fac- 
tory. Their business is a well balanced one, 
for Mr. Thorne is personally in touch with 
the situation at Escanaba and surrounding ter- 
ritory, while Mr. Peterson knows the Iron 
River country in equal detail. They took 
luncheon in the factory dining-room and spent 
a profitable day inspecting the factory. 

CHARLES R. THOMAS, general manager 
of the Metropolitan Motor Car Company, 
Ltd., Hudson distributors at Vancouver, B. C, 
and Victoria, B. C, paid a visit to the factory 
and reported business great in his territory. 
He interestingly told how the American car 
has come into its own in British Columbia, 
simply because it made good. "The Hudson 
has made good in a tremendous way/' re- 
marked Mr. Thomas. "That is why we are 
selling so many. I know one American maker 
who can't sell a car there. The car fell down 
badly. The news quickly spread and business 
for them is dead there." Mr. Thomas was 
immensely pleased with the growth of the fac- 

KM. ANDREWS, the hustling Hudson 
• dealer at Warren, Pa., visited the factory 
recently. Mr. Andrews brushed up on the 
selling points that the Hudson factory fur- 

translate Mark Antony, or whether the 
flowers withered — we don't know. 

Be that as it may, two years later found 
Mark Antony — or rather S. G. Chapman— 
in San Francisco. 

Later he sold cars for an automobile com- 
pany in San Francisco. He was sales man- 

That gave him the idea that he would do 
well in business for himself. Three years 
ago he started with practically no business in 

It is almost a year since he seized the main 

He has sold the car at a mighty fast clip. 
He has made gay 'Frisco fall in love with 
the HUDSON. S. G. Chapman, with his 
smile and radiant disposition, has made hosts 
of friends in the coast metropolis. 

The voucher for his remarkable salesman- 
ship are orders. And believe us, Mark 
Antony's spirit is helping S. G. turn over 
the goods. 

His Scheme of Easiness Operations 

THREE years ago Mr. Chapman had but a 
* small place. To-day it is a large one. 
At the present time he is constructing a large 
service building three or four blocks away 
from his showrooms. It is 100 feet long by 
100 feet wide. 

The delivery of hjs new cars is to be 
handled direct from the back of his show- 
room and his selling and service ends are dis- 
tinctly separated. 

It is Mr. Chapman's idea that selling and 
service are two businesses. Neither should 
be mixed up nor confused with the other in 
order to secure maximum efficiency in both. 

Good idea. 

Mr. Chapman has merely unearthed a law 
of scientific management as applied to the 
automobile business. 

At the present time the HUDSON is one 
of the most popular cars in 'Frisco. 

And great numbers have been sold there- 
thanks to your Big Family relative. 

Your palm, S. G., no matter where you 
happen you've always come back with the 

nishes and went home prepared to do a heavy 
business commencing February 1st. Mr. An- 
drews has made a splendid Hudson record at 
Warren and his service department is deliver- 
ing the goods for owners there. 

MR. LUSTIG, salesman for the Vancouver 
*** Island Auto Company, Victoria, B. C, 
refreshed his knowledge of how the Hudson 
is built by a trip through the factory that will 
be profitable to him in selling cars in his home 
city. Mr. Lustig is certainly a Hudson enthu- 
siast and to that enthusiasm is due a large 
measure of his success as an order-getter. 

I D. TIMMONS, general manager of the 
Hawaiian Star Newspaper Association, 
Ltd., Honolulu, Hawaii, visited the factory 
during his trip across the American continent. 
Mr. Timmons presented a letter from the 
Associated Garage Company, Hudson dealers 
in Honolulu. He went through the entire 
plant and spent an enjoyable afternoon. 
"There are 857 automobiles to a white popu- 
lation of about 12,000 in Honolulu," said Mr. 
Timmons. The total population of the city 
is 60.000. Mr. Timmons talked interestingly 
of the big 24 to 48 page daily paper which his 
company issues. 

Digitized by ' 


Published weekly by Ike Hudson Motor Car Co., in Ike interests of Hudson Distributors, Dealers and Salesmen. 

Circular -Letter -Issue Next Week 

Don't Lose This Opportunity in Your Business 

WITH the next issue of the Triangle 
will be included a copy of a letter, 
the first in a series, to be sent weekly 
to all Triangle readers, which they can in 
turn reproduce on their letterheads and send 
to all persons in their territories whom they 
think might be interested in the New Self- 
Starting HUDSON "33." 

These letters express the essence of all the 
sales arguments that we have found to be 
effective in advancing HUDSON sales. 

You should send these letters promptly. 

Watch for them. 

The series will be continued for five or six 

If you have 500 names on your mailing list 
— the names of persons whom you think should 
be interested in the New Self-Starting HUD- 
SON "33," you could not make a better ex- 
penditure than $10 per week for postage, plus 
the cost of letterheads and envelopes and of 
printing and mailing, that will get your mes- 
sage each week to all these people. 

The Stubborn Buyer- 


President Moyer Automobile Co., Dos Moines, Iowa. 

I HAVE been asked several times to write 
articles bearing upon the selling of auto- 
mobiles and have been asked to furnish 
ideas which would tend to assist in bene- 
fiting the dealer as well as the consumer. I 
am giving you herewith a plan by which we 
handle what is termed the "stubborn buyer." 
In the days of our youth when our mothers 
wished to secure our services for running 
errands or doing small things under their 
supervision it was the policy for them to bait 
us to do a certain thing if it wasn't exactly 
to our liking, by offering as an inducement 
a cookie or a sugar plum and this would gen- 
erally bring about the desired result. That 
same policy still exists. 

Such Men Are Conservative 

MEN of the class of buyers of automobiles 
are conservative. 

The man who has accumulated enough 
money to purchase an automobile has had 
enough business experience to make him con- 
servative. We cannot really call the modern 
business man stubborn, the term stubborn can 
only be used and applied to people who have 
never had any business experience. 

He only asks to be shown and that has 
been my experience when a man enters my 
store to show him that we are there for his 
express benefit, not only to explain the merits 
of the car to him but to explain the manner 
in which he is taken care of after he pur- 
chases a car. 

Go into the small matters because it is 
necessary; to have them in course of construc- 
tion; if it wasn't we wouldn't have an auto- 

Show him whereby in the purchase of a 
HUDSON "33" he gets more actual value for 
his money than he would in the purchase of 
any other car. 

It isn't necessary to stretch this story out 
until the prospective buyer gets tired in listen- 
ing to a long line of gab but simply tell him 
facts, that are demonstrated every day in the 
HUDSON "33." 

Also do not forget to explain to him the 
care which the Hudson Motor Car Company 
has taken in the construction of the car which 
will give the buying public entire satisfaction. 

Also explain to him that after he has pur- 
chased a Hudson car that he is considered a 
part of the selling organization, a part of the 
Hudson family, that he is welcome at any 
time to enter the door of a Hudson Company ; 
that the latch key is always hanging out. 

Make him feel that he is acquainted and has 
become a life-long friend of anyone who has 
sold or is in any way connected with the 
Hudson organization. 

No Longer a Stubborn Buyer 

A FTER all of these small matters are gone 
" over you have no longer what you term a 
stubborn buyer. You have told him plain 
facts which the American public, barring 
none, deny. You have told him things that 
his friends who have driven Hudson cars have 
told him. You have drawn him into your 
fold and instead of using cookies and sugar 
plums you have used the truth which goes a 
great deal farther than the other way would 
with the conservative buyer. 

You have extracted every doubt from his 
mind by reasoning matters out and explaining 
to him cold facts. He is ready now to take 
you by the hand and thank you for what you 
have done. He may not purchase a Hudson 
car that day but he goes away from your 
store thinking that there is a man whom he 
can trust. 

He talks with his friends and his family 
and they advise him, and eventually he comes, 
back and joins the Big Hudson Family. 

There is a moral to this and it is that you 
can catch more flies with sugar than you can 
with vinegar. 

Where the "Big Family" Shakes Hands 

The reception room In the Administration building of the Hudson Motor Car Company has 
been counted one of the finest In any like Institution In America, This photograph shows a section 
of it. This reception room has a rack containing the newspapers from the great cities. Then over the 
large table In the center are spread aU the current magazines, automobile trade papers and national 
weeklies, including a file of the TRIANGLE. One-half of the room Is the model showroom where two 
HUDSON models are shown. 

The pleasant atmosphere, the tasty furnishings have been commented upon many times by 
visitors. And this Is as ft should be for It Is the common meeting place of the members of the 
"Big Family/' 

Digitized by 



Proved Business-Getting 

[4— Getting Telephone Prospects 

A HUDSON dealer has hit upon a 
mighty good plan that developed a 
large number of prospects for him 
and he sold many cars to people whose 
desire for an automobile he learned by this 

He worked his idea on bad nights when 
folks stayed indoors. If it was raining or 
there was a snow storm, that was the ideal 
time to work the telephone plan. He was 
nervy — and had to be to successfully work 
the idea. 

The dealer would take a good street on 
which were located the homes of a high 
class of people, such as would be in the mar- 
ket for a car like his. He knew his town 
well— and knew just the streets to work. At 
about 7:30 in the evening he'd lay the tele- 
phone book on his desk, pick up the receiver 
and ask for a number. 

The Approach 

**^"^OOD evening," he would say pleasantly 
^^ when he got his party. "Is this Mr. 
Brown? This is Mr. Meigs, the automobile 
man. I thought I'd find you in, Mr. Jones, 
and I decided to call you up and inquire as 
to when you will be in the market for a car 
like the Hudson." (Here he would under 
no circumstances let the man break into the 
conversation. He wouldn't let him answer his 
query, for fear he might say "no" and that 
would end it). "Because you know the sim- 
plicity of the Hudson — it has approximately 
1,000 fewer parts than the average car and 
it is designed by Howard E. Coffin, the great- 
est automobile engineer in America. You 
know his reputation. Mr. Blank near you 
there owns a Hudson. Gets more satisfaction 
than he could from any car up to $2,500. 

"I'd like to take you out for a ride — or, 
better, you might drop in on me at the store 
some evening. In the meantime Til send you 
a better description of the car than I could 
give you over the telephone. Glad to have 
been able to catch you in Mr. Brown." 

That unique method of developing pros- 
pects got many people interested — many sales 
resulted. Few would cut him off bluntly, un- 
less they were exceptional grouches. 

When He Became A Prospect 

^JKTHEN a man showed the least interest— 
w when he said he had read something of 
the car and had seen the HUDSON on the 
streets — he became a prospect. His name 
went down for the catalog and the regular 
follow-up system. Then this dealer turned 
him over to a salesman and at regular periods 
he was solicited. 

Understand, a man must be the personifica- 
tion of courtesy in developing telephone-pros- 
pects. He must handle the interview subtly — 
carefully. But every salesman has the train- 
ing to put over this idea. Plan your conver- 
sation ahead of time — memorize it Don't 
talk fast. Close the interview the moment 
you've told a man you'll mail him a catalog — 
this will assure him reading the catalog, for 
that is the last thing he remembers of your 
conversation — hence you leave him awaiting 
its coming. 

Jot down a memo, in your note book to 
work the idea the first chance — the sales that 
come from it will surprise you. 

Valuable Protection in This 

Small Card— Read How It Works 

HERE is a system that is working splen- 
did results for the Gillis-Baird Motor 
Company, Rochester, N. Y., and Mr. 
Gillis has kindly passed the idea along for 
every dealer and distributor in the "Big 

Note the front and back of the card re- 
produced herewith. It is self-explanatory. 

One of these cards must be signed by the 
purchaser of a car upon its delivery and after 


The Olllia-Baird Motor Car Co.. 
Roohester, N Y. 

I hereby acknowledge that I have 
rtotivtd satisfactory instruction as to the 
operation and care of Car 

Ho. and have received the book of 

instructions that applies to said oar 

Front of Card. 

he has received full instructions on the car's 
operation and care. The card is then filed 
away alphabetically, together with the infor- 
mation called for on the back of the card. 


Ever Lose a Sale This Way? 


Advertising Manager. 

THIS analysis of how a sale was lost can 
be explained by a story of the man who 
was seeking a bride. 

He was very much impressed with the lady's 
appearance, her deportment and her attitude 
toward him and she was just as anxious to 
marry him as he was to have her. But he 
was a critical fellow, just about such a chap 
as is the average buyer of an automobile. 

I mean by that that he was suspicious all 
the time and looked for a reason why he 
should not marry the girl rather than for a 
reason why he should marry her. 

Ready to Propose 

THE girl was doing everything in her power 
to charm and win over her suitor and 
the man was just about ready to propose — in 
fact it was on the day that he had made up 
his mind to ask the girl to marry him. 

But just before he wanted to ask her to be 
his bride, her mother came into the room and 
said something that didn't please the girl. 

The girl showed her irritation by a dis- 
courteous reply to her mother and the man 
concluded that if she would talk that way to 
her mother, she very probably would talk that 
way to him. 

Now this is how it applies to an automobile. 
We all do everything very much alike, for the 
man who was scared out of his decision to 
ask the girl to marry him isn't so much differ- 
ent than the man about whom this story is 
told, who was buying an automobile. 

'Buyer Much Impressed 

¥ HEARD most of the solicitation. 
* It was evident that the buyer was very 
much impressed and had just about made up 
his mind to purchase a HUDSON. He had 
read all about the car. 

He had the utmost confidence in it because 
he had a friend who owned a HUDSON, but 
they had bought in another town. 

The object is to get the written acknowl- 
edgement — of each purchaser— to the fact that 
he has received full and satisfactory instruc- 
tions with reference. Thus the distributor 
and dealer is well protected — and this is a 
protection that is essential. 

The other side of the card is a valuable 



Make of Car 



Date Purchased 


Elsewhere f 

Back of Card. 

record that is essential to every dealer's and 
distributor's business. 

The card has proved so effective in the busi- 
ness of the Gillis-Baird Motor Car Company 
that Sales Manager E. C. Morse suggests that 
every distributor and dealer install the sys- 

He didn't know much about this dealer. 

Though this HUDSON dealer is a fine 
salesman, his shop being attractive and he 
himself a hard worker, anxious to please and 
fully recognizing the advantages of present- 
ing that kind of service that guaranteed the 
perfect action of his cars. 

Salesmen in Authority 

O UT all men are not able to quickly teach 
" their salesmen their own point of view. 

This man did not at any rate and conse- 
quently this salesman lost this order upon this 

Yet he had placed his salesman in a posi- 
tion of authority and to the man who didn't 
know who he was, indicated that he was in 
a position of authority that expressed the 
attitude of the Company. 

The prospective buyer, as I have said, was 
on the point of giving the order when an 
owner of a HUDSON car came up and inter- 
rupted the conversation. He wanted to know 
something about his car. 

It was a trifling matter. It had no import- 
ant bearing upon the subject but it was a 
question asked by a patron of the store— an 
owner of a HUDSON— and the salesman 
replied in such a discourteous manner that it 
made a deep impression upon the purchaser 
and of course the sale was lost. 

Thoughtlessness Cost the Order 

HTHIS is only another story that goes to 
* show that sales are lost because of 

We are on exhibition every minute of the 
day. Somebody is approving or criticising 
every movement we make — every word. We 
are depending upon those people for our 
bread and butter. We want to sell them our 

They are going to decide upon our car or 
the car of some one else. They are influenced 
as much through their like or dislike of us, 
through their confidence or lack of con- 
fidence in us as they are by the car itself and 
it behooves every man to watch every action 
and to guard every tone so that he creates 

That is how merchants have built up their 
stores. It is upon that that all successes are 
founded. No one has ever succeeded who did 
not have in him the quality to win confidence. 

Digitized by 



A Clearing House of Order - 

Getting Ideas in Your 

Show Room 

SOME famous authority once said that the 
seat of all knowledge lies in a man's 
power to remember what he has learned. 
If you will reflect, you'll say it's true. 

There are many excellent selling ideas in 
each week's TRIANGLE. A live Western 
dealer realized the need for having these 
accumulated ideas at his finger tips and sug- 
gested the TRIANGLE file— a file in which 
each week's issue of the TRIANGLE could 
be placed for instant reference. 

So the factory went to work and created a 
handsome morocco-bound file. It is a loose- 

leaf file and each week a separate copy of the 
TRIANGLE, with holes already punched in 
the left hand margin, will be sent you for 
your file. 

Then each month an index, which is to be 
inserted also, will be mailed you from the 

Thus you have a clearing-house of every 
idea developed in the entire Big HUDSON 
Family right in your own showroom! 

This handsome file is nine and one-half 
inches wide and twelve and one-half inches 
long. Beautifully engraved in gold letters is 
the distributor's or dealer's name— your name. 
In the cut accompanying is shown the file 
with the gold-lettered words "THE HUD- 
SON TRIANGLE." It makes a beautiful, 
handy reference book and is a mighty aid in 

Actual cost of getting up each file is $2.25, 
which is the only cost to HUDSON distrib- 
utors and dealers, the remaining expense of 
clerical work, etc., being shouldered by the 
factory. While you have a moment to spare, 
order your file to-day — then you'll have every 
order-getting idea of the Big Family where 
you can lay your hands on it at a moment's 
notice — you have a wonderful selling text- 
book for your salesmen. 

One file for your show-room has already 
been finished. We are holding it for your 
order. Sending your order to-day brings it 
by return mail. Mail the coupon to-day. 



Motor Car Co., 

Detroit Mich. 


me the morocco-bound HUDSON 



file, with my name engraved in 


on the 

cover, the total cost being $2.25. 


if to be charged to my account. 




New Hudson Books Just Out; 

Your Copies Await Coupon 

TWO new HUDSON books and a strik- 
ing leaflet — for distribution among 
your live prospects — have just come 
from the presses. 
At the New York automobile show these 
books made such a strong impression upon 
prospective purchasers that it was decided to 
immediately have extra editions printed for 
use of HUDSON dealers and distributors. 

In national advertising circles HUDSON 
advertising literature is well-known for its 
great value in selling automobiles. Hence 
these new books and the leaflet will be valu- 
able to you in helping you sell cars. Taking 
advantage of them, of course* means your 

A JVeW Distinctive Book 

" IJOW to Choose a Motor Car' is the title 
* * of a striking volume of 36 pages that 
gives the prospect a comprehensive knowledge 
of what to look for, if he wants the biggest 
value. The book is 
written by a man who 
has owned seven cars. 
It carries the reader 
through the exper- 
iences that he had 
— h i s mistakes — t h e 
valuable things he dis- 
covered — and how he yy 
came to pin his faith 
to Howard E. Coffin, 
a responsible designer 

—and how the HUD- ; 

SON pleased him. It - 

also tells the things to 

look for in the latest .] 

cars — it tells in bril- J 

liant fashion the re- 
markable points of the New Self-Starting 
HUDSON "33." It explains the self-starter- 
it shows the simplicity of the chassis— explains 
why a dust-proof car is essential — why the 
HUDSON possesses extraordinary quietness. 
It is printed in large easily-read type and is 
mighty inviting to the reader. 

It is an entirely new and unique booklet — 
no automobile book was ever so appropriate 
to the man choosing a car. Hence its pages 
will be eagerly read, carefully read, by every 

And because it is unique, new and distinc- 
tive it will sell your prospects! 

A Widely Advertised Boole 

'"THE Trend of Motor Car Design" is an 
* impressive book of 24 pages compris- 
ing some mighty interesting engineering facts, 

originally spoken by Howard E. Coffin before 
the British Society of Automobile Engineers, 
in London, shortly before the close of 1911. 

So simply and well does Mr. Coffin tell his 
story, so vividly does he picture the revolu- 
tion of transporta- 
tion means that a 
reader is carried clear 
through the book and 
gains a profound re- 
spect for knowledge 
of the man who built 
the New Self- Start- 
ing HUDSON "33/' 
The fact that Mr. 
Coffin was the guest 
of honor before the 
British society — h i s 
prominence in Amer- 
ican engineering cir- 
cles — the fact that his 
judgment is practic- 
ally infallible — a r e 
truths that the reader will deduce from the 

All business is done on confidence solely. 
This little volume builds up confidence in the 
man who built the car you sell. That will get 
business for you. It will help you sell cars. 

A FiVe-Minute Leaflet 

THE New Self -Star ting Hudson "33," 
1 is a crisp, brilliant leaflet that has your 

name printed on it. It tells a prospect to go 

to his friends who own cars and find out cer- 
tain things as to 

how their cars are 

running after the 

first few months. 

And the prospect is 

urged to let these 

things govern him 

in picking a car. It 

can be read in five 

minutes and is the 

correct thing to 

hand out to pros- 
pects visiting the 

showroom. It will 

also be very useful 

in mailing. You 

will receive your 

copies of this book 

with your name 

printed on them. There is no charge for this. 

Your copies of these books and leaflets 
await the coupon below. They are all ready 
for you. The quicker you get this advertising 
literature to work, the quicker the orders will 
begin to multiply. Mailing the coupon to- 
day assures you this material by return mail. 
Send it in right away. 

Mail the Coupon Below for Books and Leaflet Today 

Hudson Motor Car Company, 
Detroit, Mich. 

Send my allotment of the following books, 
books and leaflet desired. 

I have marked X in squares opposite 

n How to Choose a Motor Car. 

□ The Trend of Motor Car Design. 

D The New Self-Startin* Hndaon "33." 

Dealer's or Distributor's Name. 


Digitized by 


Dealers Who Seized the 

ain Chance 

YEARS ago an advertising man — a soli- 
citor of business — might have been 
seen plodding inch by inch up the snow- 
buried street of a suburb outside a big 
eastern city. 

It was stiff going. The snow drifts were 
fearfully deep. 

The street was deserted, except for the 
snow-drifts and the seller of space. His train 
had been late — everything had gone wrong. 
The advertising man had a prospective pur- 
chaser of space. He had prepared drawings, 
had everything in readiness. When he had 
arrived in the town he almost decided to wait 
awhile at the hotel. 

Then he thought: "No, if I do this I may 
lose this business. I know no one else will 
think of getting to him in this blizzard. So 
I will. I know I'll catch him at home in this 
weather." That's grit. 

And grit got the business on that blizzardly 
day. The advertising solicitor sold his space, 
sold the drawings and on the way back the 
going seemed better. 

Now in the "Big Family" 

HTHAT was the man who Hearst designated 
* to start "MoToR," the automobile publica- 
tion. And Hearst is not known to have ever 
picked a loser. 

Since that day, some years ago, the paper 
has become a leader in the industry — it carries 
an overwhelming amount of advertising, the 
foundation for which was planted by a man to 
whom there was no barrier to the mighty goal 
of getting the order. 

Then he decided to get into the automobile 
business in earnest. 

He went to Chicago with $1,000, in real 
money, $1,000 in borrowed money and $1,000,- 
000 in grit. He sailed in. 

He secured the agency for a high-priced car 
and a good one. 

The trend of the times brought up the neces- 
sity of the medium-priced car and the man of 
grit seized the main chance. At first it was 
a side line with him, for he had established 
the high-priced car pretty well. 

Tail Wags the Dog 

LJE had had the HUD 
** agency but a few mc 
when he found that the tail 
wagging the dog — that the ¥. 
SON actually was the main cl 
— that the cars were sellin 
fast and so easily that hittini 
lines of least resistance, m; 
the most of an opportunity, n 
devoting his grit and ene 
solely to the HUDSON. 

And today, gentlemen oi 
"Big Family," we have wit 
one of the most prominent 
mobile men of the country ii 
personage of Louis Geyler, i 
dent of the Louis Geyler < 
pany, distributors for the F 
SON in Chicago and surroui 
territory. He is the man of 

And he is shooting acros: 
orders in unmistakable fash 
he is getting the business in 
cago and giving the HUD 
the splendid prestige that i1 
in Chicago now. 

He is Noah Webster's 

** concocted the defini- 
tion of the word Courtesy 


yesterday he could not have more strikingly 
personified it than in Louis Geyler. 

Courtesy is his middle name. Courtesy is 
written all over his magnificent showroom. He 
has imbued it in his men. 

One of the rigid laws that is never violated 
at the Louis Geyler showroom in Michigan 
avenue, Chicago, is that no matter who walks 
in that door he must be greeted and treated 
like a man whose next act will be affixing his 
signature to a $1,600 check. 

If he happens to be a prospect from your 
town — and there are scores and scores of out- 
of-town prospects each season who visit the 
HUDSON showroom in Chicago — he is made 

a guest of the Louis Geyler Company, though 
it cannot profit that institution a penny. 

That is Courtesy. And it is mighty good 
business, Mr. Geyler finds. 

Mode Money for Another Dealer 

COR instance— a Nebraska HUDSON owner 
* visited Chicago. Mr. Geyler promptly 
made him a guest, extended every courtesy that 
he knew. There was nothing too difficult for 
him to do for the Nebraskan. 

Courtesy here looked unprofitable. It cost 
money. The Nebraskan was deeply thankful 
for Mr. Geyler's friendliness. 

This HUDSON owner, however, happened 
to meet at a Chicago hotel another Westerner, 
who had once considered the HUDSON, but 
could not be persuaded to buy from his local 
HUDSON dealer. 

Well, sir, the Nebraskan opened up on nim 
and before he finished he had all but crowned 
Mr. Geyler and the "Big Family." Then he 
steered the new-found prospect over Michigan 
avenue to the beautiful showroom. 

And the order came quick — the Nebraskan's 
splendid endorsement was the argument that 
closed the sale. And the Western dealer 
shared the profits. 

Courtesy paid. It always pays somewhere, 

H.e-Orders for Hudsons 

HTHE writer of this article made the rounds 
* of Chicago's Automobile Row during show 

The striking point of that visit was that he 
didn't see a single second-hand HUDSON 
listed for sale by another dealer. 
That tells a powerful business moral. 
It means that the remarkable Service Depart- 
ment of the Louis Geyler Company is making 
good. It means that such an institution is a 
huge business asset. Mr. Geyler's owners are 
not seeking other dealer's stores. He is mak- 
ing their business stick by giving them the 
biggest-value Service to be had. 

The writer's second-hand discovery in Chi- 
cago is one reason for the splendid prestige 
•—owners stick to the 
►me of the HUDSON- 
ne better to be had. Mr. 
isic Service principle is 
full stock of parts. It 

re of J. L. McLaren 

L. McLAREN, a keen 
ss man, a thorough 
and a good manager, 
y become an official in 
jeyler Company. 
Ir. McLaren is deeply 
in the HUDSON and 
i of the main chance 
ttended by splendid re- 
e Chicago home of the 

Laren and Mr. Geyler 
have the glad hand out 
for you in Chicago, 
when you go there. 

And the "Big Fam- 
ily" extends its heart- 
iest congratulations to 
both parties to this 
business union. 

They are the "Big 
Family's" main 
chance and the "Big 
Family" is theirs. 

Digitized by 


Published weekly by the Hudson Motor Car Co., in the interests of Hudson Distributors, Dealers and Salesmen. 

First Circular Letter 

In This Number 

WITH this issue of the Triangle is included a copy of the first 
letter in a series of circular letters suggested for Hudson 
dealers in sending to their prospective buyers. 
This letter should be printed in imitation typewriter type and should 
be mailed to every name on your mailing list. Your mailing list should 
include the name of every prospective buyer in your territory. 
The letter does not apply to any one class of prospective buyers. 
It is a general letter and will interest every automobile buyer who will 
read it, in the superior advantages of the New Self-Starting Hudson "33." 
If you use this letter please let us know so that we can tell the effec- 
tiveness these letters are creating. 

Why Catalogs Should Not Be 
Out At The Store 

A CLEVER salesman always seeks an op- 
portunity to re-open his solicitation. 
If a man comes into your store and is 
interested in your car and there gets all 
the information there is about the car, he 
does not leave a very good opportunity for 
you to again approach him on the subject. 

The salesman should always have a new 
reason for seeking an interview with a pros- 
pective buyer. For that reason many clever 
automobile salesmen do not give catalogs and 
booklets to those who visit their stores while 
they are at the store. 

One man who is very successful has worked 
out this idea and it has been used so success- 
fully by others that it is given to readers of 
the TRIANGLE with the belief that they too 
may be able to apply it to equal advantage. 

Strategy in Getting Order 

WHEN a man comes to the store to see the 
New Self-Starting HUDSON "33" show 
him the car, say all that you usually say in 
your regular solicitation. Do all you can to 
get the order. Make it appear that you have 
left nothing unsaid. If you do not succeed in 
getting the order then give the prospect some 

simple literature, as, for instance, the folder 
that was published for distribution at the auto- 
mobile show. But give him nothing more 
than that. This leaves you an opportunity to 
again take up the subject. 

The next day you can write him that you 
thought perhaps he might be interested in 
what Mr. Coffin had said before the English 
Society of Automobile Engineers on the Trend 
of Automobile Design. For that reason you 
are sending him a copy of Mr. Coffin's address 
(the book, The Trend of Motor Car Design). 
If you have a thought to express you might 
write it on the cover page of the book or on 
the inside somewhere, signing your name, and 
thus connect your identity with the book and 
the car. 

Use Mr. Coffin's Address 

¥ F the prospective buyer has expressed special 
* interest in any detail of the car. you might 
underline the portion of Mr. Coffin's speech 
which treats of that detail as being of particu- 
lar interest to the prospective buyer. 

Three or four days following this, you 
should send the prospect the book, "How to 
Choose a Motor Car." This book thoroughly 

discusses the subject of motor cars and partic- 
ularly treats of the various details of the New 
Self-Starting HUDSON "33." Underline the 
important points that are covered in the book 
that you think your prospect might be inter- 
ested in and on page 34 (there is a blank space 
there) write a note in long-hand something 
like this: 

"I have sent you this book because 
I am sure you will find it interesting 
in that it emphasizes a point of view 
regarding the purchase of a motor 
car that you may not have considered. 
If you will read it carefully, I am 
quite sure you will be well repaid, no 
matter which car you Anally choose." 
(Indicate the date.) (Sign your name.) 

In this manner you have a much better 
way of following up your prospect than by 
loading him down with a lot of literature when 
he comes to the store. Imagine what is done 
with all this literature that is collected by the 
prospective motor car buyer. His pockets are 
full. He may intend to read all of the liter- 
ature but something else takes his time and 
the catalogs of so many different cars are col- 
lected at one time that there is a confusion 
that minimizes the effect of the claims. There- 
fore it is much better to give those who visit 
your store only one small piece of literature 
which can be read in a few minutes. 

This gives you an advantage that you do not 
otherwise obtain. It gives an opportunity for 
you to make a call upon the prospective buyer 
after he has received the two booklets if for 
no other purpose than to ascertain what im- 
pression the book has made upon him. This 
also makes it convenient to open the discus- 
sion regarding his purchase of the New Self- 
Starting HUDSON "33." 

We wish all HUDSON dealers who read 
this and who hold any view point on the sub- 
ject or who have had any experience along 
this line to write us. We would like to start 
a discussion to develop the best way to make 
sales. You can thus help us and all other 
members of the Big Family. 


HERE is a letter from S. G. Chapman, 
HUDSON distributor for San Fran- 
cisco and vicinity. It is not printed 
because it is pleasing to the TRIANGLE, but 
because it furnishes the thought that what a 
man reads is helpful to him in exact propor- 
tion to his desire that it be helpful. 

It merely simmers down to grasping the 
opportunity when it presents itself. 

If TRIANGLE ideas are valuable to you, 

write the TRIANGLE to that effect. If they 

are not valuable to you, send your letter 

special delivery. We want to know it. 

Read Mr. Chapman's letter: 

"* * • I find the breezy TRIANGLE very 

interesting and have gathered some very 

helpful suggestions from it. I don't think of 

anything at this time that would make the 

TRIANGLE any more interesting or more 

helpful. I am convinced that its versatile 

I editor can be safely trusted to select from 

1 his various sources of information what is 

, most valuable to the 'Big Family.' I shall be 

pleased to send you from time to time any 

unusual items that in my judgment might be 

fittingly used In the TRIANGLE. — Yours very 

I truly, S. G. Chapman." 

Digitized by 



Ever Win An Order 
This Way? 

District Sales Manager 

I WAS an eye witness to a transaction at 
New Orleans that convinced me more 
than ever that being "on the job" is one 
of the greatest assets in "getting the or- 

I happened to be going over some business 
with "Pop" Johnson, our veteran New Or- 
leans dealer, when the thing came up. It was 
about seven o'clock in the evening on Satur- 
day. Saturday was the last day of the active 
work in the Louisiana State Democratic Pri- 
maries. In Louisiana to be the final choice 
of the Democrats means being elected. 

Naturally, it was a big night. In this coun- 
try the people certainly enthuse over an elec- 
tion and you can imagine things were doine:. 
Everyone in New Orleans was preparing to 
take in the parades and speeches. 

Man on the Job Quick 

ABOUT seven o'clock the telephone rang. 
We could not make out the name of the 
party talking, but learned that he was inter- 
ested in the HUDSON "33" and was at that 
time in the lobby of the Columbia Hotel and 
wanted to talk to a salesman. Our first 
thought was of course "joy rider." However, 
as the Crescent City Auto Co. never overlook 
an inquiry, regardless of its appearance, "Pop" 
got busy on the telephone, and in less than 
sixty seconds one of his salesmen was in the 
office. I was surprised. It was only natural 
to suppose that at such an hour on such a 
night the salesmen would all be out taking 
part in the merry making. Not so, said "Pop.*' 
We always have at least one man on the job, 
Sunday, holidays and all the time. 

"Pop" handed his salesman the slip of paper 
upon which he had written the address given 
and explained that he had been unable to get 
the name. 

His instructions were to hunt for a man at 
the Columbia Hotel interested in a HUDou. 
"33.'' "Alright, I'm off," said the salesman, 
and a minute later we saw the demonstrator 
going down the street. 

How the Order Was Won 

A T 8 :30 I returned to the salesroom to keep 
" an appointment with its proprietor and 
was introduced to a gentleman from up the 
state by the above mentioned salesman. W f ith 
the introduction went the explanation that 
Mr. So and So had just concluded to be the 
owner of a HUDSON "33" touring car and 
that he was about to catch his train for home. 
"You are not going to stay for the celebra- 
tion tonight?" I asked. "No," he replied, "I 
am going home to study this instruction book. 
My car 'is to be shipped Monday, and as this is 
the first I have owned and will be my only 
car for some years to come, I am going to be 
familiar with it on paper before I start to drive 

I asked him what had convinced him that 
the HUDSON "33" was the car he wanted. 

Here is his reply: 

"I came to New Orleans this morning ex- 
pecting to spend two or three days in select- 
ing a car. I am acquainted here and naturally 
asked some of my friends about the different 
cars selling at about the price I wanted to r>av 
The big boost the HUDSON "33" received 
from each and everyone of these people so 
thoroughly convinced me that it must be the 
leading car in its class and just the one I was 
looking for, that I decided not to cause my- 
self any further worry or waste of time, and. 
as you see, it did not take long to sell me and 
I am going back tonight." 

After he had gone I turned to "Pop," who 

When the Burden of the Business is Carried By One Man- 

This business is standing still. 

It Cannot Go Forward. This one man may be selling most of the cars — he may be doing all the 
detail work, having no time to devote to creative thinking. He is the sole pillar. Such a business can- 
not live healthily. He is not only carrying the burden of the business — without aid — but he is carry- 
ing the extra burden of the men who are loafing. 


When this man's strepgth is sapped, as it will be quickly, the business structure will topple 
over. There Is a big moral In this picture of an unevenly balanced business. 

When Everyone Carries the Mutual Burden— 

This business is making swift progress. 
Each man carries one-fifth the load that the single man above carried. Each man has 
of work. Each man is making great strides— the whole business is going forward at the 
All because EVERYONE is carrying his share— one-fifth of the load. 

his share 

had come in during the course of the conver- 
sation. His face was as placid as the Sphinx. 
Did you know your call on the telephone 
resulted in a sale?" I asked. 

Yes, I heard the gentleman say so," he re- 
plied. "It is just one more result of always 
being on the job." /^* 

1 a s r t5fbi*M-jOCK 


When is YOUR "Hudson Day"? 

CJ. CLAUDOX. the energetic business- 
winning HUDSON dealer at Fairbury, 
• 111., a town with a population of 4,000, 
shattered his sales record Jan. 19 and named 
the occasion "Hudson Day." 

He sold two foredoor touring cars that day, 
setting a new HUDSON selling record for 

That suggested the idea that every HUD- 
SOX dealer and distributor have a "Hudson 
Day" each month — and see to it that the sales 
break the record for any single day during 
any previous month. Mr. Claudon's record is 
made the more remarkable by the fact that 
his set the new record just a week previous to 
the opening of the Chicago automobile show. 

February "Hudson Dap" 

¥ ET'S all have a ''Hudson Day" during 
*~* February — a day on which you break your 
previous sales record for any one day. One 
"Hudson Day" that is recalled to the writer 

when the Hudson Sales Company, Los An- 
geles, on Friday, October 13 — ordinarily sup- 
posed to be an unlucky day — broke its daily 
sales record with eight orders. You probably 
have a "Hudson Day" every month. Most of 
the "Big Family" do. 

Here is C. J. Claudon's letter : 

"Jan. 19 was surely "Hudson Day" 
in this vicinity, as with a tempera- 
ture of 5 below zero and the roads 
impassible for an auto, I sold 2 Hud- 
son foredoor touring cars as per 
orders enclosed. I consider this a 
Hudson achievement on account of 
the fact of selling: them lust before 
the opening of the big; Chicagro show 
the next week. Coffin's masterpiece 
is certainly selling: on its merits at 
present on account of the 100 </c effic- 
iency given by Hudson cars in this 
vicinity. — C. J. Claudon." 

Write the TRIANGLE about your ''Hud- 
son Day" for January. If you've already had 
a February "Hudson Day" tell about that, too. 
Do this today. 



A J. ROBINSON, of the New York of- 

jfcA fice of The A. Elliott Ranney Com- 

• pany, won the first prize offered by 

General Manager Samuel S. Toback for the 

greatest number of sales made during the 


F. \V. Coppinger, of the Newark office of 
The A. Elliott Ranney Company, and Ralph 
Rice, of the New York office, were tied for 
second honors, the aggregate of the second 
and third prizes being divided equally among 

The prizes were awarded following the 
close of the automobile show at Madison 

Square Gardens, New York, the occasion being 
a dinner at Hotel Martinique. A toast was 
offered the officers and members of The A. 
Elliott Ranney Company and a unanimous 
vote of thanks was extended to the Ranney 
Company and the Hudson Motor Car Com- 
pany in appreciation of the kindness and many 
courtesies shown the men during the show. 

Sales records were broken during the New 
York show, according to New York newspa- 
pers, and the awarding of the prizes was a 
fitting climax. 

The prize idea during the show spurred the 
men on to stronger efforts and the closing of 

many sales was echoed in the final results. 
One of the present-day owners of the Hudson 
who purchased a roadster at the show was 
Mrs. Frank J. Gould, the New York society 
leader, who will drive her own Hudson. 

A Roy Camp, sales manager of The A. El- 
liott Ranney Company, speaking of the prize 
idea, says: "I believe that the offering of 
these prizes was not necessary to obtain good 
results from our men at the show. But the 
fact that such an offer was on was the cause 
of increased enthusiasm." 


A SHORT time ago the Triangle had 
a story of how a South Carolina liv- 
ery owner made a barrel of money 
with a Hudson. Dealers, distributors 
and salesmen were urged to get after the 
livery men in their territorities and show 
them the letter and urge that they make 
similar profits. 

Which many are doing to-day. Here's an- 
other valuable letter received by the Twin 
City Auto Company, Lewiston, Idaho, from 
L. C. Grinolds, proprietor of the Kendrick 
Livery Company, Kendrick, Idaho. Mr. Grin- 
olds reviews his experience with the HUD- 
SON for your livery prospects in this letter: 

"With reference to the Hudson automobile pur- 
chased from you, for our livery business, will say 
that we consider it our most valuable asset. 

"During the six months that we have run the car 
the operating expense we incurred was very small 
considering the roads in our section which is very 
rough and hilly. Our total receipts for the time 
operated was $1,345.50 and we have made a number 
of trips which we could not have made with our 

"Our total expense for repairs was $9.80; gaso- 
line, $75.60; transmission grease, $10.50; lubricating 
oil, $18.70, so you can see that this has left us a very 
good profit for the amount of the investment, and 
another good feature is that we will be at no expense 
during our dull season like we are with our horses. 

"In conclusion will say that we can highly recom- 
mend the use of the automobile in the Livery Busi- 
ness and that we appreciate the way you have taken 
care of us since buying." 

Hudson Exhibit at the Chicago Show 


) 8 I 


Big FamilyEnthusiasm Marks 

o Breakfast 

Over Three Score Dealers, Dint rlbn torn and Factory Men Attended the Hudson Breakfast in the Chicago Athletic Association Baa- 
auet Hall Dnrlna the Chicago Automobile Show. Many Members of the Big Family Remarked That It Was the Most Gingery Automobile 
gathering They Had Ever Attended. It showed the Spirit of the Big Organisation That Sells Hudson Cars. 

Lack of Space Prevents Giving All the Addresses. Excerpts From a Few Are Printed In this Issue of the TRIANGLE. In the Future 
others Will Be Reproduced. ^^^^^_ 


Exwpt from the Address of 

B. C. MOR8K 

Geaeral Sales Manager || H d*on Motor Car Coatpaay. 

YOU all know I am interested directly in selling, 
and in that end I have studied the prob- 
lem of selling not only as it applies to auto- 
mobiles but as it applies to anything. 

What I want to get is a solution. In building up 

a great institution it is very necessary to get 

right down to bed rock. We have got to dig 

first, and next get right down to fundamentals. 

It seems to me there are 

four things that make for 

_ positive success. 

^_^MJMSw It can be worked out 

_■ ^f ' scientifically. Tou can 

^H ^R succeed just as surely 

■ ■ selling under a proper 

Hfc'fK' campaign as an expert 

^H aam^r Doctor can succeed in 

Wfl H_ 99% of his cases In opera - 

^H Hf tlons for appendicitis. It 

■V H*%|. is knowing how that 

^M ^P*# counts. 

fl IkT The first step, gentle- 

_^H |PW^ men, is to select an article 

^^M Mr! M^^Mm must be article 

■ Msmh ■ right in quality, in design 

*^| If must be an 

^H ^K article for which there Is 

T^H IT a demand. Our policy is 

sH H* to °uild cars for which 

rSHH ^F~ there is a demand, not any 

^^^■f car we want to build. 

^^p Second, is sales organiza- 

^ tion. It must be properly 

w organised. In the selling 

end of the business every- 
body must put their shoul- 
ders to the wheel in ex- 
actly the same way. 

Third, is service — the 
test of an organization having anything to sell Is 
the service a customer gets out of it. The best 
service can be guaranteed by a competent staff of 
mechanics, and an adequate supply of proper parts 
and prompt assistance. We are planning to have 
distributing depots throughout the United States. 

The fourth factor that makes for success is con- 
stant persistence. Remember lhat nothing stands 
still. The world revolves once every twenty-four- 
hours. Tou are one day older today than yester- 
day, l^ou are one day nearer the end of your busi- 
ness career than yesterday. Now is your oppor- 
tunity. . 

In the Hudson Motor Car Co. our opportunity 
is now. We want tjo grasp that opportunity now. 
We want to allof us make money out of this busi- 
ness. As we have said before, unless our interests 
are mutual, and unless you succeed, we cannot suc- 
ceed. We want to get together. 

What I have said here in reference to selling, I 
have said before, and I could talk on it for three 
hours. It is the ABC of business sense, and that is 
all. . 

We have long felt the need for closer and per- 
sonal acquaintance, and in that end I hope the sales 
organization will be able to hold district meetings 
in the large cities where we can call in our dis- 
tributors, salesmen, and others, and get together 
every sixty or ninety days so there will be a posi- 
tive acquaintance anion* all the units of the or- 
ganization. Of course being associated with the 
selling end of the business, I think that is the 
most important. 


Erctrpt from the Address of 
' Factory Maaager, II ad ton Motor Car Com pa i 


THE problems which look difficult are only 
difficult with one who does not happen to 
be familiar with that particular kind. We 
all have problems in our departments, but after 
you get clo£e to them, they are not so difficult 
as they seem at first. It is difficult to make a 
sale, but after you have made it. it was not so 
difficult after all. Tasks given me in the factory 
fortunately for me are easy 
— easy because I have a 
group of men around me 
who can advise me on most 
anything. I am a cog in a 
very harmonious and suc- 
cessful organization, and I 
am proud to be with it. 
The reason it is harmonious 
is the same reason given 
in that old song — The Man 
Behind the Baton is the 
Man Behind the Tune. We 
are led in the proper direc-. 

I see I am down to talk 
about the growth of the 
factory. Most of you pres- 
ent, at least all of those I 
recognize here I have seen 
at the factory, and I 
recognize most of you, so 
you have seen it. It can be 
summed up, however, in 
one paragraph. 

Three years ago we had 
a two-story building, cover- 
ing 48,000 square feet of 
floor space. We now are 
operating in a modern fac- 
tory equipped with every advantage to the work- 
men that could be thought of. And we have 172,000 
square feet of floor space. We are putting on an 
addition that will add 60,000 square fee£ mere floor 
space. We have planned for growth— we can put 
two more stories on top of every building, and an- 
ticipating that, the steam pipes are nOw*in. 
" It is up to you to put the additions on the 
■plant. We have made" our investment, and would 
like to see the steam running through to the four 

There is just one point before I close — I want 
you all to understand that while we make records; 
and do the best we can, we are not miracle 
workers. We can not deliver dealers all the cars 
they want in April, May and June because they 
Usually want a million In those months. We prob- 
ably c-an deliver you more cars than you want in 
January, February and March. If you fay the 
word now, we wil! get them for you in, May, but 
you must say the word now. 

You can not come along in May or June. 
We are never going to hurry .so to get cars to 
you that they will not be right. 

We inspect every car — we pay a little more for 
the inspection of them than any other operation in 
the factory. We employ the best men we can find 
to head our inspection department. I think we 
have the best inspection syttpm in this country, 
if you have any suKKestiont. send them along. 


Excerpt from the Addresv of 

C. C. WIKXIXttllAM, 

Advertising Manager Had«oa Motor Car Coaiaaaj 

1 think you will find our exhibit this year a more 
thoroughly standardized selling plan that you will 
find at any other exhibit at the Show. 

That Is the outcome of much thought and much 
consideration, and a recognition that there is some 
common point of appeal for everything that is to 
be sold. We all are likely to contrast our indi- 
vidual associations and conditions with those else- 
where, and so our ideas 
are different. 

We are very likely to 
say that in this city we 
have to sell cars under en- 
tirely different conditions, 
and if that were true, then 
national advertising, such 
as we follow, would not be 

Until doctors learned to 
recognize that symptoms 
which indicated small pox 
and consumption were 
similar so they could 
recognize them, medicine 
was not a science. I do 
not believe that advertis- 
ing has reached a point 
where it can be called a 
science, but we have been 
able to tabulate and clas- 
sify conditions which en- 
able us to determine what 
certain things will do 
under certain conditions if 
followed out along the 
same line. 

So these Detroit meet- 
ings are carried on to 
arrive at the thing which will satisfy or answer 
the most people, and will handle each condition 
that comes up. As an example that people are 
not so different, if you travel East and West. 
North and South throughout this land, you will 
find that people are governed by about the same 
cmoti6n8 and same ambitions. 

An advertisement that appears, for instance, in 
The Saturday Evening- Post, which is circulated 
over cross -roads and city, and all that, has the 
same appeal in one locality as it does in another, 
providing, of course, people in those sections 
syre buying -a product we have to sell. 

So thfft proves if *p get the right selling argu- 
ment, you cam use that argument to advantage. 
I am to talk, to you about uniformity, and I 
think that is exemplified pretty well by the plays 
that you see on Broadway. They are staged 
precisely the same way when they get to Okla- 
homa City. 

The actors do not change their lines, the scenes 
are the same. The actor's steps have been meas- 
ured by some one, his gestures are the same. 

He gets the same applause at the same places. 
There are plays on the . boards today that are 
successful that some of you saw five or six years 
ago. .ind you get from those plays the same 
laughs, and the same thrills. 

So long as we And a selling argument that con- 
vinces people to the point that they pay over 
money for our cars, then that Is the selling argu- 
ment to market. 


A. H. llartman and W. J. Maurer, Freeport, 111.; H. A. Gabel, Belvidere, 111.; Geo. S. Danaher, Memphis, Tenn.; F. 8. Albert son, Kansas City, Mo.; W. K. 
Patterson. Portsmouth, Ohio; J. W. Morris. Pontiac, III.; J. £. Ferguson, Dwlght, III.; Fred D. Bethard, Richmond, Ind.; C. J. Claudon, Falrbury, 111.; G. W. 
Darling, Marshalltown, Iowa; Fred P. Neumelster, Kockford, III.; George G. Foster and Samuel N. Foster, Wllmette, III.; A. L. Maxwell, Lawrencevtlle, 111.; 
C. L. Kirk and E. A. K. Lloyd, Mason City, Iowa; R. G. Wheat on, Wheaton, 111.; Chas. Noel. Goshen, Ind.; Arthur R. Crary, Boone, Iowa; Chas. J. Moody, Elgin, 
III.; Roy D. Chapin, President; Howard E. Coffin, Vice-President; E. H. Broad well, Vice-President; Wm. J. McAneeny, Factory Manager; E. C. Morse, General 
Sales Manager: C. C. Wlnningham, Advertising Manager; John A. Olt, 8. P. Jackson, W. W. Garrison, Richard Bacon, Jr., Walter J. Bemb, J. N\ Hill, J. 3. 
Draper, L. J. Robinson, E. O. Patterson, Hudson Motor Car Co.; Louis Geyler, F. M. Btishby, J. L. McLaren, Thos. G. Orme, Edw. E. Gaston, Roy Iverson, 
Norman Smith, J. T. Binkley, Louis Geyler Company, Chicago; E. E. Mensch, Sterling, 111.; C. L'rwlck, Louisville, Ky. : E. J. DeVille, Dayton, O. ; R. W. Ickes, 
Minneapolis, Minn.; J. J. Walton, Warren. III.; A. L. McCormlck, Louisville, Ky.; Harry L. Archey, Indianapolis, Ind.; Frank L. Moore, Indianapolis, Ind.; 
"" " " """ " " "'" - -- — - - ,i.. James S. F rarer, Nashville, Tenn.; Guy L. Smith,' Omaha, Neb.; H. H. Dillon, 

Frank Lamkln, Hudson Motor Car Company, Milton G. Smith, South Bend, Ind.; _ ______ 

Lincoln, Neb.; G. E. Farrand, Barry, 111.; J. Stewart Allen, Springfield, 111.; M. D. Stocking, Llndemvood, 111; M. R. Rothenberger, Frankfort, Ind.; W. Hlfln- 

>otham, Centervllle, S. D.; Howard L. Kneeland, Battle Creek, Mich.; J. E. " * " ' "" - — - • - -• __—.__-- — . ^ 

'!., and Wellington B. Huffaker, Jacksonsonville, III. 

Hand, Freeport, III.; C. F. Jamison, La Fayette, Ind.; \V. A. Latham, Kankakee, 

Published weekly by the Hudson Motor Car Co., in the interest* of Hudson Distributors, Dealers and Salesmen. 





* .O.M2HCH. tMTMwy. 

• a .iacoson. »»m tc« np. 

Detroit. lUoh. t Peb.14, 1912. 

To the "Big Hudson Family"; 

This ntmber of the TRIAHOLE is the greatest and best 
«e hare ever issued.. 

I hare Just finished reading the advance proofs. This 
issue is the most concrete, the meatiest, the most helpful of any 
publication of its kind I hare ever seen. 

The vital truths, the brilliant ideas, the workable sell- 
ing plans in this number will aid you and all of us— win makg.monei 
for every member of the Big Hudson Family- , if carefully read and 
heeded, I know you will recognise their value and use them. 

Tours t 



'Winter Automobile Exhibit" is Strategic Plan 
That Paid Profit— Life-o'-Trade Asleep 

(Here is an idea conceived by J. H. Phillips of the Phillips Automobile Company, St. Louis, 
Distributors for the Hudson. The Triangle waited a month to find out whether it paid a profit 
during the fierce wintry days. It did pay a handsome profit. So it is here offered for the considera- 
tion of all HUDSON distributors and dealers. Mr. Phillips' regular salesroom and garage is in the 
West End of St. Louis. He gets the Spring and Summer business there. He felt some Winter busi- 
ness might be getting by him. So he conceived the idea of a down-town showroom in the heart of 
St. Louis. If Mr. Phillips idea appeals to you, if it fits your case, use it. For he here lays the whole 
plan open for HUDSON distributors and dealers to make the same relative profit from it that his 
organization has. Please read Mr. Phillips' article with care.) 

Phillips Automobile Company, St. Louis, Mo. 

I HAD thought of a downtown winter au- 
tomobile exhibit of this kind for the past 
two years, feeling that a convenient down- 
town location would induce a great many 
persons that intended purchasing cars in the 

spring to come in and look the HUDSON 
over who would not go to our West End 
salesroom during the winter. 

I felt that lots of persons that really intend 
to purchase a HUDSON would get sidetracked 

during the winter, and buy something else, 
without our ever seeing them. 

We have just finished our fourth week of 
this exhibit. 

We have secured the names of about two 
hundred people that expect to buy automo- 
biles within the next six months; we have sold 
eight cars, four of which are to people we had 
never heard of until they came into our 
winter exhibit, and we have probably twenty- 
five or thirty persons that want demonstra- 
tions as soon as the weather will permit. 

This has all been during the severest weather 
that St. Louis has seen in a generation. 

There has not been over half a dozen days 
that you could ride anyone at all, and not a 
day with the snow all gone. 

Besides this our competitors are tearing 
their hair, if the reports we get are any cri- 
terion. We have stirred up the biggest kind 
of a noise at a time when everything was dead 
and quiet. 

Paid a Handsome Profit 

AJ[Y opinion is that it was a great scheme, 
*** and the results we have had so far di- 
rectly, would more than pay for all the ex- 
pense, if we closed up tomorrow. 

The location we have is in the very heart of 
the office building and financial district, but 
away from the retail shopping district, as I 
figure that we do not want the street crowd, 
but the people that we can pull in by our ad- 

There have been several concerns that have 
at various times had extreme downtown loca- 
tions, and I have noticed that where they were 
located in the retail district, they had a large 
number of people that would not, and could 
not buy an automobile, that took up a great 
deal of time. 

In fitting up our store I have made it as 
bright and attractive as possible, papering the 
room in light yellow r , and painting all the 
woodwork white, and the floor a dark tan. 
This color combination makes a good back- 
ground for all of the various colors of the 

HoW Salesroom Is Jir ranged 

/^\UR room is 25 x 140, and we have on dis- 
^^ play torpedoes in red and green, touring 
cars in blue and maroon, and roadsters in red 
and green. 

On each side of each car I have small Crex 
rugs with a green border, and about the cen- 
ter of the room on one side I have arranged 
the office, renting NEW light oak office furni- 
ture of the Sanitary Style. 

We have a bankers' style low roll-top desk, 
a flat-top desk and a typewriter desk, with 
office chairs to match, and three extra chairs 
and a settee, all of the same pattern. 

The desks are placed on a Crex rug 9x15 
feet, to match the little rugs, and the whole is 
very effective. 

The room is lighted by five four-light chan- 
deliers containing 60 watt Tungsten lamps, and 
the window is brilliantly lighted with a com- 
plete row, top and two sides, of 25 watt 
Tungsten lamps. 

We had to do all of the fitting up, but the 
result is well worth the effort and expense. 

(See next issue for photo of front of Winter Exhibit.) 


Digitized by 




Chief Inspector, Hudson Motor Car Co. 

OF ALL the distributors and dealers I 
have visited I can always see the neces- 
ity of their having a first-class techni- 
cal man on hand to deal with erratic 

A case was put up to me last week which 
I think serves to illustrate this necessity very 
well. Mr. J. E. Smith owns a Hudson "33" 
gentleman's roadster which his wife drives 
most all the time. Mr. and Mrs. Smith have 
been big kickers, especially the former, who 
is a hot tempered man and a very poor driver. 

Mrs. Smith, while a fairly good driver, had 
not received any great amount of instruction 
on the operation of a car, and, consequently, 
was really justified in making the kicks which 
she did. 

The main complaint was, in her estimation, 
the failure of the car to pick up after the 
manner she expected with a 33 H. P. motor. 
The dealer arranged for me to meet Mrs. 
Smith and take a ride with her, which I did. 

The first thing I noticed was that the car 
had exceptionally good pick up for a 3^-1 
gear roadster, but that it was her custom in- 
variably to start off from a speed of about 
five or six miles an hour on high gear and 
expect the car to jump away. 

Same applied to her method of approaching 
hills. She would go at them slowly and then 
expect the car to pick up on them. After leav- 
ing her to drive in this manner for a while, 
I explained to her the use of the transmission 
and allowed her to demonstrate to herself the 
benefit of having an intermediate gear. 

When we returned from the trip, which 
took up about one and one-half hours and in- 
cluded some of the worst hills around the 
town, the writer had demonstrated to her that 
a car could be handled much easier and a very 
quick get-away obtained by dropping to inter- 
mediate gear when picking up, especially at 
the bottom of a hill. 

She was entirely satisfied. 

A salesman for the dealer went down town 
with Mrs. Smith to interview her husband, 
and he evidently came through the ordeal with 
flying colors, since he told the writer that 
Mr. Smith had been transformed from a 
knocker into a booster of Hudson cars and 
said all that he ever needed was a little more 
attention and somebody who could show his 
wife how to operate the car satisfactorily. 



AS AN index to the wonderful reception 
the great American motoring public is 
giving the New Self-Starting HUDSON 
"33" is the volume of orders that piled up in 
the sales department the first three days of 

Distributors and dealers of the "Big Fam- 
ily" placed orders for 316 cars during the first 
three days of this month, that being the larg- 
est volume of February orders for a like 
period during the history of the "Big Fam- 

It merely goes to show the appreciation of 
the car — by the members of the "Big Family" 
itself as well as by His Majesty, the American 
citizen, who is the man who decides the fate 
of any product. 



quiet running car, but I find 
that my new 1912 car is just 
as quiet. I drove the 1911 
car 4,900 miles without a puncture or blow-out on the 
road and the tires look good for 5,000 miles more. 
The generous over-size tires which you furnish on 
the Hudson cars I consider a very important feature. 
On my new 1912 car I am very favorably impressed 
with the quality and style of the equipment used. By 
actual comparison I find the lamps, magneto, wind- 
shield and top to be the same or equal in every way 
to those used on several cars selling for $2,750.00 and 

In short, if I had not been entirely satisfied with 


Denver. When we arrived home after going about 
two thousand miles the motor still had the sweet 
running hum that it did when we left. We had 
several nitches in our gun, one of sticking a big B — 
three times in the sand and a forty K — once. We 
had two punctures on the entire trip and was always 
waiting for the other parties at every stop. 

I might add that the trip sold for the Hudson peo- 

Cle three cars, two- of which are going to bring theirs 
ome from the Omaha show. I am in no way inter- 
ested in the Hudson car outside of the service that 
I have received from their cars, and as I have spent 
a good deal of time and money with other cars I feel 
really under obligations to them. 



est day of the year in Minneapolis — with three 
sales for immediate delivery. 

"It's my 'Hudson Day* for January/' he 

From which you can gather that coldest 
days can no more make the Minneapolis sales 
barometer falter than can the "coldest day of 
the year'* balk the self-starter. 

The entire "Big Family" extends its con- 
gratulations to "Cash" and is waiting for more 
"Hudson Days" from others of its members. 

Chalk up a strike apiece for C. J. Claudon 
and 'Cash" Levy. Bring on more "Hudson 
Davs !" 

Who's next? 

YOU remember that live member of the 
"Big Family" who is eating up competi- 
tion in and around Minneapolis — "Cash" 

In a recent number of the TRIANGLE was 
told how C. J. Claudon, Fairbury, 111., inau- 
gurated a "Hudson Day," one day each month 
on which the daily retail sales record was to 
be broken by Hudson dealers and distributors. 

Well, almost with the receipt of Mr. Cauld- 
on's communication, came a telegram to the 
factory members of the "Big Family" who 
were at the Chicago automobile show. It told 
how George B. Levy, slang for "Cash" Levy, 
had just wound up a day's business — the cold- 

Business Character 

The Key to Orders 


Salesman for the Metropolitan Motor Car Company, Ltd. 
Vancouver and Victoria, B. C. 

IN READING a late number of the TRI- 
ANGLE regarding the securing of cus- 
tomers, it occurred to me that in former 
days when a man contemplated the purchase 
of a motor car he reasoned thus: 

"If I could only succeed in selecting the 
best.'' But while the buyer is today just as 
anxious to get the best car possible there is 
still another consideration. 

When a business man decides to put his 
money into an automobile, not only does he 
look around for the best that he can get for 
that money, but he looks up the character of 
the dealer before buying, as undoubtedly he 
isn't considering any after expense. 

The one great success in selling automobiles 
is the foundation you have built under your- 
self as regards the "after handling" of your 
customer. Some dealers try to get all the 
money they can possibly squeeze from the 
customer on repair work, etc. There lies the 
great mistake. 

All owners expect and want to pay just 
labor charges, but do not care to pay exor- 
bitant charges. If the dealer tells a customer: 
"There's only a charge for labor," the cus- 
tomer will go away feeling good and in most 
cases can say: "That fellow is O. K.," and 
he will come back and buy accessories and 
oil, which make up all deficiencies ten-fold, 
and if the dealer hasn't given him good treat- 
ment he will possibly say some pretty mean 

One small act of courtesy may mean a 
dozen sales where one of greediness might 
put one on the rocks. 

Secure the good will of the public and busi- 
ness will trend your way. 

The Most Important Thing: Get The Order ! 

Digitized by 







Ever Lose a Sale This Way? 


AdT«rttsinff Manager. 

HAVE you ever considered the influence 
of the tone of voice or the expression 
on one's face as it affects the sale of 
a car? 

Maybe you have not thought of that, but 
here is a story of how a man lost a sale. It 
is not about the Hudson but I will venture it 
has happened hundreds of times with the Hud- 
son as well as with other cars. 

I am telling it here because it is a matter of 
such common fault that we are all likely to 
get into it. 

It is another one of those costly mistakes 
due to thoughtlessness. 

The owner of a certain highly regarded car 
"wanted a new automobile. He had talked 
with the salesman of a well-known competi- 
tive car, but did not give him the order. He 
went over to the distributor of the car that he 
owned and asked them what proposition they 
would make him for his old car toward the 
purchase of a new one. They didn't want to 
give him what he thought he ought to have 
so he went back to the first salesman — to the 
man who had made him a proposition fully 
acceptable in the event that he did not get as 
large an allowance for his old car toward a 
new one of that make. 

What Cost the Sale 

¥ T was what the salesman for the com- 
* petitive car said to the customer that lost 
him the sale. 

The salesman probably never knew why he 
didn't make the sale, but the purchaser of the 
car knew because he told me. 

Before I tell you what it is, just rehearse in 
your mind situations similar to this in which 
you have been put, and recall whether you 
have ever lost a sale when you had gotten the 
order up to the same point that this was so far 
as it is related. If you had done that then 
maybe this explanation will show you why 
you have lost some sales. 

A Remark. Cost the Order 

AT ANY rate, it ought to be a lesson not 
ever to use it because if one man has lost 
a sale amounting to $4,000 as a result of just 
such a foolish break, isn't it possible for 
hundreds of other men to make the same mis- 

You don't need any further explanation than 
this. It tells why the order was lost. This is 
what the salesman said to him: "Well, I am 
glad you finally decided to buy a real auto- 

When the purchaser heard that, he lost all 
confidence in the salesman, because that sales- 
man was attacking a car that he knew to be a 
good automobile. It was a subtle knock and 
he wasn't willing to stand for it. So he went 
back to the distributor for the car that he 
owned and accepted their proposition. 



By C. ML Babbitt 

KmmUn IMntrlct Sales Manager, 

1I««mb Motor Car Coapanj 

JUST met J. W. Elyellen, of Rydal, a suburb of 
Philadelphia, who received his 33 Hudson on De- 
cember 31, 1910. 

This car has been driven 1,205 miles, and one of 
the original Fisk Tires is still on the car and in good 
condition. This car was driven every day but five 
during 1911 without a single penny being spent for 
repairs. Mr. Elwellen tells me that he has never 
adjusted carburetor and has not even taken up brake 
rods- . . . 

The owner is an expert machinist, and is a very 
critical expert mechanic. 


Frank J. Gould, the New York capitalist of world- 
wide fame, bought Mrs. Gould a New Self-Starting 
HUDSON "33" at the New York Automobile show. 
A salesman's courtesy sold the car. Mr. Gould bought 
two other makes of cars for Mrs. Gould at the show. 
Note the newspaper clipping to the right. 

In the meantime the usual letter to new owners went 
to Mr. Gould from the factory. It just happened that 
a big power company headed by him needed a car. 
Because the "Big Family" was on the job, he recom- 
mended a HUDSON — not either of other two cars he 
bought. Note his letter below. 

The Alsop Motor Company, Richmond, Va., was also 
strictly on the job. They got the order. Note the 
night telegram below. That is the graphic story of 
how far-reaching was ten minutes of courtesy from a 


NEW TORX. Jaa. 14.— If other mem- 
ber, of New York's ~*»" follow tbo 
UtMt uunpl* of stronoo u oBOos ■■ ex- 
emplified by Mrs. Freak J Ooald «rtv« 

Mr*. OouM wo* oao of tbo first vial, 
tors at the Now Tork aatpmoblle oho* 
at Maolooa.8o.Mro Oardea. WUhla as 
hour aho bad iBveSUarated aeveral of 
tho Icadla* ears at too obow ana boforo 
oho depart** registered bor .boom for 
a demoastmtloa of tbo bow self-start- 
In* Hudson "M" 

Anticipation of tbo Joys of pssbtnar 
down tbo accelerator and Mel no* the 


toatrel. ma 

during- tbo domoaatratloa of tbo ei 
sbe woo Impressed with the utter hi 
pllclty of tbo ear. is which asproj 
mately lot* parts bare been ellmlai 
ad and with tbo fact that tho me 
preoooro of a battoa started the enerU 
tbU belac Is sharp oftatraat to tbo a 
method of craafclnc tbo motor. 

Boforo tbo Now^Tork automobile sb« 
had come to a close Mrs, Ooiald b 
become owner of tbo ear Tbo last di 
of tbo obow delivery of tbo ear w 
made to Mrs. OevJd sad aa salekly 
Wintry blasts give way. the first mei 
ber of Mew Tork's smart set to dri 
her own oar will be souls* a aotaa 
example to bor slater s 

TSe Tetosrem te*»» %C ea the otaw 




January 3l»t, 1912. 
Hudson Motor Car Company. 
Detroit, Michigan. 
Dear Sirs: — 

This Company has been authorised toy its Ex- 
ecutive Committee, to purchase a gasoline or electric ve- 
hicle to toe used toy its officers, in reaohing quickly 
the outlying parts of its lines in the City of Richmond, 

Upon receipt of your letter of the 19th, instant, 
in regard to the car I purchased, I forwarded the letter 
to our President, Mr. to. Northrop, with the suggestion 
that he consider the purchase of a Hudson for the pur- 
poses mentioned, and would suggest if the matter is of 
interest to you that you communicate with him. 



Digitized by 


Dealers Who Seized the 

ain Chance 

THIS is the story of a "live wire" — a high- 
voltage-Hoosier-live-wire and just about 
the livest kind of a live wire that 
there is. 

The first time the writer ever heard about 
him was in Chicago. A Hoosier who was rep- 
resented in the directories of a number of big 
Indiana companies was telling at the Illinois 
Athletic Club, Chicago, the terrible blow a 
salesman he had hired, dealt him when said 
salesman actually had the nerve to ask $75 
a week. 

The punch that really floored the Hoosier 
moneyed man — who was in the automobile 
business — was the fact that the salesman got 
the job at his own figure. 

"How?" the Hoosier was asked. 

"Well, I had never paid a salesman that 
figure before. But this man told a story that 
won the $75 a week and later an increase in 
salary over that," replied the Indiana man. 

IS he St org That Broke a Salary Record 

TWO Hebrew gentlemen who owned a busi- 
ness were getting few orders. They had 
half a dozen $15 a week salesmen, who couldn't 
seem to land the business. 

"Fire them," advised a friend, "and put on 
a $5,000 a year man." 

Skeptically the two owners of the business 
did it. 

One morning they found the $5,000 prize 
chatting with a man in his office. "Lord, Ike, 
'ust look at dot. Vun hundert dollars a week 
und he loafs on us. You fire dot guy today," 
ordered the partner. 

The conversation took place near the desk 
of the bookkeeper, who intervened. "Look 
at that bunch of orders, gentlemen. That 
whole bunch came in this morning, more than 
enough to keep the factory running a month. 
You better not fire that man. He's put your 
business in solid," commented the bookkeeper. 

The partner who had spoken was carefully 
wrapped up in watching the salesman "loaf." 
"Your bet ve fire dot loaf aire guy, huh, Ikey?" 

"Fire dot guy?" echoed the other partner 
who had been thumbing the orders. "You go 
to . I'm going over und kiss him." 

And He Cot The Job 

AND that story brought the desired salary. 
Right at that point Harry L. Archey, — for 
it was none other than he who was the sales- 
man in the case, I discovered recently — pro- 
ceeded to earn the salary that shattered a 
record. Here's the way he did it: 

He sold 46 Packards that year. In a single 
week he sold eight of them. On one notable 
day, he got up early in the morning, sold a 
car before noon in a town near Indianapolis. 
That evening he closed another in still another 
town and by midnight that night he had 
smashed his own record for a day by selling 
the third car. 

Well may you imagine that Harry stepped 
some. But he is no genius. He is game, 
however, to work to the limit of his capacity 
every minute of the day. There is no such 
thing as working hours with this king of live 
wires. The time for getting orders, whether 
it's 3 a. m. or 1 p. x., are his "working hours." 

When Harry Archey and his smile dawned 
over Indianapolis' horizon from the direction 
of Cincinnati, he was dragging a selling record 
worth while. 

It is now only three years since he came 
from Cincinnati. He made the record of 46 
cars in a year, though he had not known a 
single person in the Hoosier capital. But he 
became acquainted quick. 

How He Came to Seize The 
Main Chance 

YOU can't hold that sort of a live wire 
down. It was only natural then that hav- 
ing acquired the Indianapolis agencies for the 
Pierce Arrow and Detroit Electric that he 
should be added to the "Big Family." 

There were two cars either of which he 
would take on, he had reasoned to himself 
when coming to Detroit. One was the HUD- 
SON, but he visited the competitor first. There 
he saw cars everywhere — some being ready for 
storage, some standing around in the yards. 
There were too many cars, he figured. Why 
weren't they being shipped? he wondered. 

Then he visited the HUDSON plant. All 
the cars that could be shown him there, were 
in the reception room. The rest were being 
assembled and shipped as a result of actual 
orders from buyers. There was no storing of 
cars, none standing around the yards. 

That impressed Harry Archey and with per- 
fect business judgment he then and there 
seized the main chance. 

It is needless to point out to you that the 
New Self-Starting HUDSON "33" has cap- 
tured Indianapolis, — that Capital City Hoosiers 
can't get enough HUDSONS. 

Is The Father of Auto Show 

"f IVE WIRE" Archey at this point in our 

*^ story was vice-president of the Indian- 
apolis Trade Association. The president went 
to another city and it became President Archey. 

He had an idea up his sleeve. Indianapolis 
had never had an automobile show. 

Instantly upon stepping into the office he 
proposed the first automobile show the city 
had ever held. And he put the idea over, 
which is the acid test of the man. 

The newspapers used the lead columns on 
their first pages to tell about it. They used 
their front-page cartoon space to eulogize the 
idea. And in March Indianapolis is to have 
its first show. At President Archey's behest 
city officials agreed to close up two streets for 
two blocks for the sake of President Archey's 

Believe us, this man is a live wire. 

Li\e a Public Character 

PRESIDENT ARCHEY was at the Chicago 
* automobile show. You couldn't pick up an 
Indianapolis paper that didn't have a column 
somewhere which started something like this : 
(Special Dispatch from a Staff Correspondent) 

Chicago, 111., Jan. 00. — President Harry L. 
Archey of the Indianapolis • • • 

Then, close by, you were pretty sure to find 
a layout of prominent automobile men and 
among the photographs you usually found 
Archey. He doesn't go after publicity. It 
chases madly after him. Such is the nature of 

fame. You either fight for fame, or fame 
fights to get you. 

Fame has got to Archey. 

How LWe Wires Affect Life-o'-Trade 

IN three years Archey has come from an ex- 
* cellent, though obscure salesman of auto- 
mobiles, to be the greatest automobile dealer 
in Indianapolis. That is the standing of the 
Archey-Atkins Company today. 

It has a wholesale department, for the com- 
pany is a HUDSON distributor, and as fine a 
sales general as is to be found in this country 
is in charge. He is Frank L. Moore, Mr. 
Archey's right-hand man. He is a man of 
hunches that produce pay dirt, for he has a 
100 per cent knowledge of human nature and 
he gets the orders. 

Having Mr. Moore in charge of the whole- 
sale department is good judgment upon which 
congratulations are to be extended to the occu- 
pant of the Indianapolis' main chance. 

Competition picked up a live wire when it 
tried to down Archey, and the life-o'-trade is 
trying to let go, but the current is turned on. 

Consider the competitive situation: There 
are 80 manufacturers of automobiles in Indi- 
ana. Yet the biggest selling institution of 
the capital city has the agency for the HUD- 
SON, an outside car. 

Then consider that there is a certain $3,000 
car, made somewhere near Indianapolis which 
cheerfully sells for $1,950 in Archey's terri- 
tory. Some competition, you surmise. Yet 
the Hoosiers buy HUDSONS instead, just the 
same. From which you gather that being the 
King of Indianapolis live wires consists of 
considerable performance. 

In Conclusion Let Us Sap — 

MOW then, picking up the various threads of 
*^ this story — as they say in very literary 
circles — this man Archey is still Indiana's best 
booster. Yet there is philosophy in his attitude 
toward the HUDSON, an outside car, for was 
it Edgar Allen Poe or Oliver Wendell Holmes 
or just T. R. who said : "A prophet hath little 
honor in his own country," or something from 
which you would get the same meaning as 
from the words above. So it must be with 
Indiana cars, which may be good cars just the 

Mr. Archey and his men are TRIANGLE 
devotees, too, which shows that your ideas and 
ours are valuable to him. He believes in the 
principle of an interchange of ideas — for it is 
the man who grasps the ideas that others 
radiate who rams out this world's home runs. 

Harry L. Archey — or rather President 
Archey — (business of grasping the handle of 
the live wire, this act always taking place 
within parentheses) you've put it over on them 
all. "The Big Family" is proud that its In- 
dianapolis relative is the biggest dealer there 
— and the livest. 


A DEALER made the statement: "I have 
not been making the money I should have 
but do not know how to find out where 
the trouble is." 

O rival dealer remarked : "I put an account- 
ant in my place for several weeks every year 
and I know exactly how much each department 
costs me. I know if my repair department is 
operating at a gain or loss, and if so, how 
much; and also what are the reasons that 
bring such conditions about." 

These comparative statements give a glance 
at the necessity for New Year's resolutions 
and also what can be accomplished by follow- 
ing good ones. There are many dealers hard 

up today simply because they have not the 
proper systems operating in their salesrooms 
or repair departments or garage departments. 

So few dealers think to charge each depart- 
ment up with its share of overhead charges. 
They deceive themselves. 

Any department can be made a success if the 
overhead and a score of other legitimate 
charges are not counted in its expenses. The 
dealer or manager of any other business who 
does not look into the details as he should 
sooner or later will find himself up against an 
unknown factor in his business; namely, that 
of ignorance regarding the real condition that 
exists in each and all of his many departments. 

Digitized by 


Published weekly by the Hudson Motor Car Co., in the interests of Hudson Distributors, Dealers and Salesmen. 

Thursday, the Extra Day. 

Is To Be Your "Hudson Day." 

THURSDAY, February 29th! This week! 
An extra day has been given you this year, for it is leap year 

and instead of February having 28 days, it has 29. 

What are you going to do with the extra day — with Thursday 
This Week? 

Of course you can make it equivalent to any other day this year. 
It may yield you more profit, or less profit. Just as you say. It's up 
to you entirely as to whether it's worth while having an Extra day. 
It's entirely up to you whether you want to grasp any opportunity. 

But you only get this extra day Once in Four Years. It is 
an opportunity. 

Why not sell more HUDSONS on Thursday — the extra day — 
than you have sold on any other day during February? Why not 
break your February record? 

Make it your February "Hudson Day." Make it worth while. 
Make this extra day pay a heavier profit than any other day in Feb- 
ruary has paid you. 

If you knew your life was to be prolonged an EXTRA day you'd 
make that day worth while. That is exactly what Thursday is — an 
extra day in your business life. 

Hence let Thursday be Your "Hudson Day." 

And this is not Bunk. For if this article in the TRIANGLE 
spurs you on to break your February sales record, You will be that 
much richer. You will have made a better profit than if this article 
had not appeared. And if you make several hundred dollars more 
Thursday than for any other single day You will be glad you took 
advantage of the Extra day. 

You Can break your February record if you Will. 

It may mean Closing some sales Thursday. But you can do it 
if you Decide to break the record. It is a Mental process with 
you, that's all. 

We want to print the fact in the TRIANGLE that You smashed 
Your record,— that You used Your extra day at a profit— that You 
had a "Hudson Day." 

Send your record glimmering Thursday. DO IT! 

The Buyer Who's A Judge Of Human Nature 


Hudson Sal.. Company, Dallas, T.xa. 

MY CUSTOMER was a grocer. 
On Monday I heard that he was 
talking of buying a car. 
That noon on the way home I 

dropped in and said, "Howdy, Mr. , I 

am Mr. W. A. Fosdick, of Hudson Motor Car 
Sales Company. 

"We handle Hudson cars and maybe some 
day you might be in the market for a car, so 
I want you to know me, know us, and most of 
all know our car/' 

He said he was glad to meet me, that he 

wanted a car but guessed it was a long way 

I off before he could get enough money to- 

gether to buy an automobile. 

After saying I was glad to know him but 
did not want to bother him, I left him and 
didn't return for a few days. 

The next time I called in at the same time 
of day just to say "Howdy" and, by the way, 
to leave a catalog which I happened to have 
in my pocket. 

On my third visit he became pleasant and 
talkative and discussed things he found in the 
catalog that he liked and disliked. 

{Continued on Pa** 2) 


FRANK LAMKIN, a veteran in motor- 
ing ranks and formerly advertising 
manager for the Interstate Automobile 
Company, has become a member of the 
export department at the factory. 

Mr. Lamkin is a former newspaper man, 


has personally sold goods in the Latin-Amer- 
ican countries and speaks Spanish and Portu- 
guese fluently. He is well known as a writer 
upon export topics and is an authority on that 
subject. He is eminently fitted to capablv 
transact the affairs of the Hudson car in 
Latin-American countries, for he has the 
viewpoint of the Latin- American automobile 
dealer and distributor, which is a valuable 

He is a skilled mechanic, and is well versed 
in the features of the Hudson as well as con- 
temporary cars, which makes his counsel 
especially valuable to Latin-American auto- 
mobile men. 

Digitized by 



How You Can Multiply Profits From 
A Successful Selling Idea 

Secretary and Manager, Bolton Auto Company, Saginaw, Mick. 

(Sid Bolton, Secy, and Mngr. of the Bolton Auto Co.. tried the Idea of having a Hat of owners .In his 
store, so that prospective buyers could see who owned the New Self-Starting HUDSON "33" and 
investigate the car's service to them. The idea paid. Read how the profit from it was multiplied.) 

HERE is a little advertising idea that can 
be incorporated in HUDSON dealer's 
store arrangement and their follow-up 
systems, which we have found very effective. 
" We have on the wall of our showroom a 
large case filled with 
the names and ad- 
dresses of all HUD- 
SON owners in our 
territory with a 
large sign at the top 

We found this at- 
tracted so much at- 
tention that we had 
it photographed and 
placed on postal 
cards like the en- 
closed sample which 
we mailed out to all 
possible prospects 
for HUDSON cars. 
We have found that 
it created a great 
deal of enthusiasm 
and commendation 
among automobile 

While many peo 
pie come into our 

A real picture tells a true story. So we sent 
them actual photographs on which the names 
of owners were plainly , distinguishable. It 
gripped the attention of prospects, brought 
forth responses from them and was profitable. 

Photograph of 

store and are impressed with the openness 
with which we are willing to refer them to 
HUDSON owners as to whether the car is 
making good, we felt that the profit that the 
idea yielded could be multiplied — enlarged. 

There are large numbers of possible pur- 
chasers of automobiles who probably don't get 
to the store often. It was they we wanted to 
show this case filled with the names of owners. 

the Case as Shown on Back of Postcard. 

That is why it is offered HUDSON dealers 
in all sections of the United States. If you 
have such a list of owners, get up a case lifce 
the one shown in the photo. Arrange the 
names with the address of the owner be- 
neath them. Then have a photograph taken 
and have the photographer print the photo on 
a number of photo-post-cards. Then mail 
them out. And watch the results. 


{Continued From Page i) 

I only stayed a few minutes and left before 
I tired him or interfered with his work. 

Asks for Mr. FosdiciCs Vietos 

I KEPT up the visits for three or four more 
times until we got to know each other 
pretty well. 

He showed he was a good judge of human 
nature when he said, "Now, Mr. Fosdick. tell 
me, not from a salesman's view, but from 
your personal idea, what you think about your 

car in comparison with that car Mr. 

sells near you?" 

So I asked him to come out in my car some 
afternoon if for no other reason than a little 
pleasure as I knew he would tike the car 
enough afterwards to tell others so, which 
would of course help me more than the ad- 
vertising we did in the Sunday papers. 

Delay Almost Costs Sale 

HE PROMISED, but circumstances caused 
us to delay that ride. 

The following Monday morning I happened 
in again and was stunned to find out my com- 
petition the C agent, had my customer 

and his wife out Sunday afternoon. They 
liked his car alright and my competitor was 
making them an offer that they were bound 
to consider, even though a little sooner than 
they anticipated even figuring on a purchase. 

I saw the iron was hot and maybe would 
burn me. To be fair with me I asked him 
to just let me at least ride him out in my 
car and if nothing else at least show him that 
wc had a dandy car that he would be bound 
to speak well of even if he purchased the 
other man's car. 

Accept His Invitation 

THEY finally, at my suggestion, accepted 
my invitation to stop at the salesroom and 
look over a pretty new car just arrived the 
day before. 

After a half hour's stay in the salesroom 
they decided our car had everything in it they 
could ask for. 

And finally I had told them all the good 
features about the car and why it was the 
best for them to buy my car. 

Then I asked them what objection they had 
except paying for it and they agreed none. I 
asked if they'd take it and they said yes. 

So I wrote out the order and got the signa- 
ture and then stated that it was customary to 
have a check of suitable size to accompany 
the order. I got the check and the sale was 

What the Sale Taught 

I took the pointers from this sale and 
always remembered them. 

First — Meet him and become a pleasant 
acquaintance to that stranger before you rush 
the business on him. 

Second — Be persistent but always polite and 
willing to step aside when business calls your 
prospect's attention. 

Third — Don't strike on a cold iron, but 
don't wait a minute to strike the same iron 
when hot. 

This sale was laid to his being a judge of 
human nature in two ways : 

First — My customer judged me before he 
placed his confidence in me. 

Second — I judged that personality with him 
would make the sale more than other selling 
points with this customer. 

The Type of Service 
That Gels the Orders 

HAPPENING into the repair shop of 
Louis Geyler, the. HUDSON distributor 
in Chicago, a few days ago, the writer 
discovered one of the principal secrets of this 
dealer's great success in selling. 

One of his owners had the night before had 
an argument with a street car, and the lamps 
being damaged, front axle bent, radiator leak- 
ing and both side members of the frame 
twisted around almost at right angles. 

The car was towed to the shop and repairs 
started the first thing the next morning. 

At first sight the job looked like a new 
frame, ten days to two weeks' delay and cor- 
responding bill for frame and the large amount 
of labor necessary to install. 

A little job like this, however, apparently- 
had no terrors for the manager of this up-to- 
date Service Department. 

He had the radiator, lamps and front axle 
removed and sent them to various parts of the 
shop for repairs, then turning a large blow 
torch of his own design on the frame mem- 
bers, he soon had them heated and straight- 
ened. After straightening, he lined them up 
perfectly with straight edge, and took out the 
slight bends with a blacksmith's hammer and 
sledge used as an anvil. 

Job Done in Evenings 

W7HEN the writer arrived on the scene 
™ about eleven o'clock, the work had reached 
this stage and the car was apparently as good 
as new. That evening the owner drove the 
car home in as good condition as before the 
accident, after handing the dealer a check for 
$16.00 instead of the $150.00 he had expected 
to pay. To say he was pleased is putting it 
too mildly, and no doubt, he is still telling his 
friends about the service he received at the 
hands of this dealer. 

Yet, the dealer actually made a profit on the 
job, simply because his shop was properly- 
equipped with the necessary tools to do the 
work and a competent man who was in charge. 
The Louis Geyler Company has a large book- 
let filled with letters from the best-known and 
most influential owners in Chicago, and about 
all that is necessary to clinch a sale is to allow 
the prospect to read a few of these letters. 
This is only one of many similar cases handled 
by the organization and is without doubt 
largely responsible for his success as a sales- 
man. "Satisfied owners are always the best 

Reckless Waste of Cash 

LJ ERE'S another interesting story that hap- 
* * pened to a competing dealer in a large 
western city. 

This dealer had not been urged by his fac- 
tory to install a complete stock of parts for 
the cars that he had out. So he had no com- 
plete stock. 

An owner needed a certain part. There was 
only one in stock. When that was found, it 
wasn't right. Had there been a correct pro- 
portion of the number of these parts to the 
number of cars out, there would have been no 
difficulty. It would simply have been a matter 
of selecting a part that was right and sending 
the wrong part back to the factory for re- 

As it was, however, it was necessary to put 
five hours' labor in fixing the lone part. Five 
hours needless labor ! 

A dead loss of $3.75! 

Suppose a hundred similar incidents oc- 
curred each month — think of the vast amount 
of profit that would be wasted. That incident 
teaches a lesson in scientific management— how 
money is saved by foresight. 

No such loss of cash can happen to any 
HUDSON dealer or distributor. It is given 
here merely as a reminder. 

Digitized by 




f Ever Lose a Sale This Way? f 


A d jsr tbi ng Msjiagw. 

SIX of the most successful automobile 
dealers in the United States were talking 
during the New York show about why 
orders were lost. Each had his own 
opinion. Finally one man said : "I'll make 
a wager that if you will go with me into any 
salesroom in New York City or in any auto- 
mobile store throughout the country, you will 
tind the one big reason why so many sales are 

This was a startling statement. Being a 
successful dealer and a recognized organizer, 
his words created the impression that you 
would imagine such a statement would make. 

They pressed him for an explanation and 
he said: "No. I am going to offer you a 
better way. If I would tell you what I think 
is the big reason why sales are lost, you 
wouldn't recognize the seriousness of the mat- 
ter as much as you would if you made a per- 
sonal investigation." 

I was fortunately a member of the party, so 
when the others had left I pressed this man 
for an explanation. He didn't want to tell. 
I ventured as many explanations as I could. 

An Investigating Committee 

WT HAT he had said about a committee call- 
^ ing at the various stores to find out why 
so few sales were made reminded me of what 
one of the most successful hardware sales- 
men in the United States recently said. 

He, too, talked of committees in making in- 
vestigations, and I gathered that perhaps this 
successful automobile dealer had heard the 
same story. So when I told him what the 
hardware man had said, he admitted that was 
a fact. 

It seems from this that that condition in the 
automobile trade is not exceptional. Accord- 
ing to this hardware man, it prevails in all 
lines of merchandise. I am telling it to you 
here because you can recognize it. I am not 
going to say that any automobile dealer has 
similar conditions in his store. I am just go- 
ing to ask him to go out to some other store 
in some other line and observe the things 
that he sees there. 

Rotten Apples in Our barrel 

THEN if he will sit down and think it over 
good and hard, he will conclude that be- 
ing an ordinary mortal and the people in his 
store being average people and he being an 
average man, he is a good deal like the other 
fellow. If he thinks hard enough and if he is 
fair to himself, I believe he will conclude that 
maybe there are some similar apples in his 
own barrel. 

It is necessary in these stories to make the 
conditions sufficiently impressive to have those 
who hold a sincere regard for improving their 
own affairs take them home to themselves. 
That is why in articles of this kind I have put 
the analysis first and the explanation last. It 
is a good deal easier to understand an effect 
if you know the cause. Not everyone can 
understand the cause by seeing the effect. 

So back to the hardware man story and let 
it apply to any other line of merchandise than 
your own. 

No Satisfactory Replies 

CUPPOSE you pick out the clothier in your 
^ town or a book store or a furniture dealer, 
and go in and ask a certain question. Nine 
chances to one you don't get a satisfactory re- 
ply. Ninety-nine chances to one hundred the 
clerk or whoever waits on you seems to be 
more interested in something else than in the 

St. Louis "Winter Automobile Exhibit" of Hudsons 

This is the photograph of the "Winter Automobile Exhibit" conceived by J. H. Phillips, Phillips 
Automobile Company, St. Louis distributors for the HUDSON. The Exhibit and its success was 
described in last week's TRIANGLE. Refer to your TRIANGLE file for the story. 

thing about which you are asking. 

If you want a special book, for instance, 
and it happens to be one that the dealer does 
not have in stock, he very likely will say, "No, 
we haven't got it." 

Then you will have to ask him, "Well, can 
you get it for me?" and his reply probably will 
be, "We might." Then you say, "How long 
will it take?" and the clerk will say, "Oh, I 
don't know." "Well, could you get it here 
in a week?" you ask. "We will try," he will 
usually reply. 

The Cause of the Trouble 

yyO enthusiasm. No desire to please. You 

force all the talk and yet in that case, if 

you sincerely desire to buy, a sale is involved. 

Now, let us take this home to your own 

A stranger wants to know if you can furnish 
a Hudson with a seven-passenger body — or 
will you give him 36-inch wheels — or can he 
have a special color or any one of the other 
hundred and one questions that come up from 
time to time. 

Mr. Average Salesman says, "No, I think 
not." Then it is up to the buyer to ask an- 
other question. 

The salesman doesn't say "No" and then 
explain. He usually appears bored if he is 
spoken to. Often he stays in the back of the 
store while the prospective buyer wanders 
around the front end of the store for several 
minutes, and then perhaps when the conversa- 
tion docs begin to show a little life, the tele- 
phone bell rings or somebody wants some- 
thing that the dealer thinks he ought to attend 
to. The prospective buyer is left to his own 

Interferes With Sales 

THIS is the explanation of the situation that 
the successful automobile dealer said was 
interfering with sales. Lack of interest is the 
cause. When dealers and salesmen get a due 
impression as to the importance of every pros- 
pective automobile buyer that they see — not 


that he is to be followed up tomorrow or next 
week when you can get to him, but that now 
when he is in your store you are going to 
make the best of the opportunity — I say, when 
you get it clear that the average prospective 
buyer is spending $1,150, then you will realize 
the importance of treating him in your store 
as though he were the only individual in the 

There is nothing so important around an in- 
stitution as getting the order. 

Shun Discourteous Attitude 

T^HERE is nothing that you dislike so much 
* when you go into a store to purchase any- 
thing as inattention. It is akin to discourtesy. 
You get hot not only at the store and the 
proprietor but the product he sells, and in a 
huff you either buy the thing that you go into 
the store to get and have a displeased feeling 
toward the proprietor or the salesman, or you 
walk out and go elsewhere. 

John W r anamaker was the first in this coun- 
try to train his salespeople to be something 
more than mere parrots. Whenever a man 
failed to sell a customer in those old days of 
early merchandising in the old Pennsylvania 
Station in Philadelphia, the clerk had to ex- 
plain why he didn't make the sale. 

No Excuses Went 

AND John Wanamaker didn't stand for ex- 
cuses. He wanted the reason. They had to 
tell him personally in those days why the cus- 
tomer did not buy the article that she was ex- 

The result was that all the salespeople be- 
came something more than mere clerks. They 
became the department managers, the superin- 
tendents and the heads of other institutions. 

He trained in those people the habit of ex- 
plaining to themselves why each sale was lost 
and thus they analyzed the reasons for or 
against their success. 

Start the habit in yourself and you are bound 
to be a better salesman-^. 

Digitized by 

Google ^ 



Plans That Actually Cot the 

| V— Suggesting Ways to Talcs Cars 
St Motorists' Troublss. 

HERE is an idea, that while it did not 
originate in the "Big Family," came 
from a live western dealer, who is 
willing that it appear in the TRI- 

The dealer one day was walking down one 
of the boulevards of his city and he saw a 
motorist . in trouble. The man was having 
some difficulty with his engine and apparently 
was unable to locate the cause. 

The motorist's car happened to be a direct 
competitor of the one the dealer was selling. 
He had walked past the car, but his curiosity 
aroused, he returned. 

"I'm in the automobile business," he told 
the motorist. "Possibly I could help you. I 
am usually able to locate troubles pretty well." 

"Thank you. You'll do me a big favor if 
you can locate this trouble," the owner of the 
car returned. 

The dealer set to work and within five min- 
utes had discovered the difficulty, remedied 
it and the car was on its way, the motorist 
thanking him profusely for his kindness. 

Noted Number of Car 
T^HE automobile man happened to note the 
* number of the car and it stuck in his mind. 
The next day it occurred to him that this en- 
gine was liable to go wrong at most any time 
with just the same trouble, if not permanently 

So he looked up the owner's name, guided 
by his license number, and dictated a letter to 
him, stating that the thought had struck him 
that the car was liable to have trouble at most 
any time from the difficulty. He said he was 
giving him this information so that he might 
not be caught miles from a garage and per- 
haps unable to remedy it. He further told the 
owner of the car that it would be best if he 
took it to the dealer who had sold the car and 
had a repair made that would end the dif- 
ficulty for good. 

He had no thought of ever profiting by this 

Bade Comes the Owner 
I T was surprising to him when the owner 
* drove up to his salesroom the next day 


The Secret of Selling 
Success Is Preserv- 
ing: Every Selling 
Idea Yon Learn— 
Read How Yon Can 
Do This — 

There are scores upon 
scores of selling plans 
and ideas developed in 
the "Big Family" of Hud- 
son dealers, distributors 
and factory men. The 
clearing house for ideas 
that won orders is THE HUDSON TRIANGLE. But 
these ideas are absolutely valueless unless you pre- 
serve them — save them. They can do you no good 
if you lose them. To allow you to preserve them we 
have originated the 


It is a handsome, loose-leaf morocco-bound book. 
See cut. Size is 12 ! ^ inches by 9*4 inches. Your 
name is engraved beautifully in gold on the cover 
beneath the gold-engraved words, The Hudson Tri- 
angle." It makes a beautiful handy reference book 
and gives you a clearing house 
of ideas right in yuitr show 

Actual cost to the Hudson 
Motor Car Co. of getting up 
each file in large quantities is 
$2.25 a file. That is merely 
charged to your account. One 
file for your showroom is fin- 
ished. Order it to-dav. Address 


and appeared very appreciative of the dealer's 
kindness. He asked the automobile man if it 
was possible for one of his men to make the 
repair, inasmuch as the suggestion of the rem- 
edy had been made by him. 

The dealer cheerfully acceded to the re- 
quest and that evening the owner had his car 
in shipshape. A charge was made for the labor 
and the dealer looked upon that as the end of 
the incident. 

Imagine the amazement of this dealer a few 
months later when he walked into his show- 
room one afternoon and found the man he 
had befriended wrapped up in conversation 
with one of the salesmen. Three days later 
the man called again, this time to leave his 
deposit check for the car this dealer was 

When the motorist called for his car, the 
dealer asked him how he happened to pur- 
chase this particular car. 

Why He Bought This Car 

** Wf ELL, I had a chance to sell the one 
w you saw me in trouble with," replied 
the new owner. "And I did. I needed a new 
car, of course, and your courtesy in showing 
me a remedy for the trouble I was having 
taught me a good lesson on service. It made 
me determine that whatever car I bought it 
would be backed by the right kind of service 
— your service I was most familiar with, 
chiefly through our impromptu meeting, and I 
naturally came to your store. The salesman 
proved you had the right car. He impressed 
me with the service you give. That governed 
my purchase of this car." 

That conversation set the dealer thinking 
hard. "If such a plan will work with one 
owner, it ought to work with the majority, 
he reasoned. It was not long before he is- 
sued an order to his salesmen. 

He told them that they must watch the cars 
on the streets. They must note what diffi- 
culties these cars had, if any. He instructed 
them on the various troubles to watch for. 
Then the salesman must note the license num- 
ber of the car. 

Ideas Grow From Incident 

YJfiTHEN he returned to the store the sales- 
** man was to make a memorandum of what 
he had noted and turn it over to the pro- 

Then, when the plan was put into effect, 
the dealer himself dictated a letter to the 
motorist saying that Mr. Smith — or whatever 
the salesman's name was — had noted that per- 
haps this or that could be remedied and that 
the salesman had made this suggestion for 
permanently fixing it. And he gave the sug- 

"If we can be of any assistance to you, 
it would give us deep pleasure/' the letter 
wound up. "And, if you desire, possibly Mr. 
Jones, the head of our service department, 
could tend to the matter personally." 

It was just a courteous little note from one 
man interested in automobiles to another. Yet 
it was so effective that a large percentage of 
the motorists who received it actually came 
to the dealer's to have the trouble remedied. 

How It Paid Out 

THAT struck up an acquaintance between 
* the dealer's store and these motorists, 
who were pleased by the attention paid them. 
When other repairs were needed they re- 

Pretty soon a sale was made to one of these 
motorists. Then another and another and an- 
other, and it became one of the notable 
sources of salable prospects for this dealer. 
He continued the plan. He is still using it 
today and lie is known in his city as one of 
the most prosperous automobile dealers in his 

You can make this idea equally productive 
of sales in your city. Why not issue the order 
today— and plan a careful, courteous letter to 
bring them back to the store. It will sell 
HUDSONS for you. That's why it's printed 
here. Start it now. 

Several large editions of the post-card fol- 
der entitled "Examine Our Rivals' Car, Too" 
have been exhausted by Hudson distribu- 
tors and dealers in successfully following up 

But there are a few thousand left. 

You can use these post-cards. Each dis- 
tributor's and dealer's allotment must be lim- 
ited because of the few that are left. 

This folder is fastened together with a clip. 
The front page is a post-card upon which 
the address of the prospect is written. The 
last page, which the prospect tears off and 
returns to you, is a return post card. It is 
known that these post-card folders are good 
advertising — order-getters. 

The dealer's or distributor's name — your 
name — is printed on the return post-card. 
Charge for that work and the post-card fol- 
ders is $5 for each one thousand lot — that 
amount is merely charged to your account 
Write to-day, stating how many post-card 
folders you desire — gauge the number of 

Prospects you have. Please allow us to hear 
rom you by return mail, so your letter will 
not find the few thousands exhausted. 

Detroit, Mich. 

Work Your Prospects 
New Hudson Books Just Out 

"How to Choose a Motor Car" 
"The Trend of Motor Car Design." 

By Howard E. Coffin. 

" The New Self-Starting Hudson 'jj' " 

Above are three masterful pieces of selling 
literature. They are the answer to why a 
man should buy the car you sell. Complete 
detailed description of these books was given 
on page 3 of the TRIANGLE of Feb. 3. 
The books have known selling value. They 
were used at the New York automobile show 
— and produced. For that reason extra edit- 
ions were run off for all Hudson dealers 
and distributors. Your name appears on the 
leaflet "The New Self-Starting Hudson "33." 
Writing to-day for these books assures your 
getting them before the extra edition is com- 
pletely exhausted. Write to-day to the 

Detroit, Mich. 

A Postal Card Brings You Crys- 
tallized Information That Cost 
Years of Hard Experience to Get 

"How to Conduct an Automobile Ex- 
hibit" gives you the show ideas of offi- 
cers of the Hudson Motor Car Com- 
pany. They gleaned them through a 
decade of experience and have set them 
down in a nutshell for your profit at 
your automobile show. 

They will help you make your 
show productive of actual profit, if 
carefully followed. This article some 
months ago appeared in the TRI- 
ANGLE. Extra copies were printed for 
your special use. They are awaiting 
word from you — there is no charge. A 
postal card brings your copies by return 
mail. Order today. Address 
Detroit, Mich. 

Digitized by 


Published weekly by the Hudson Motor Car Co., in the interests of Hudson Distributors, Dealers and Salesmen. 

Thousands of Service "Short Cuts" 

For Use of Your Service Department 

PAUL HINCKLEY, who supervises the 
service department of the Hudson Sales 
Company, Los Angeles, Cal., uses this 

When a car is run in and shows symptoms 
of ignition trouble Mr. Hinckley gets out four 
spark-plug gaps, consisting of a piece of fibre 
an inch long and two pieces of brass with 
points. One end is fastened to the spark plug 
and the other end to the wire. The points 
face each other and are adjusted according to 
the regulation spark gap. 

This simply brings a spark on the outside 
of the engine, where an observer can easily 
note whether there is any missing or differ- 
ence in the spark when the motor is running. 
It gives a quick diagnosis. 

This saves Mr. Hinckley from fifteen to 
thirty minutes which he might spend uselessly 
taking out the plugs. 

To make one of these "gaps" is a simple 
job. A set can be made in an hour and you 
need never again lose a half hour taking out 
plugs to diagnose what purports to be ignition 
trouble. Saving that time means saving that 
much cash. 

To start the ball rolling Mr. Hinckley con- 

| tributes his idea to the "Big Family V service 
I short-cuts. There are thousands of such 
ideas in Hudson service departments all over 
I the country. 

Multiply Each Idea by Hundreds 

OUT each short-cut is doing duty for only 
" one member of the "Big Family." Why 
not multiply the usefulness of each idea by 
500 or 1,000? Why not multiply the short- 
cuts in use in your service department by 500 
or 1,000? 

You have discovered a number of "short- 
cuts" like that of Mr. Hinckley's. Perhaps 
you also discovered the idea he uses. But you 
have other "short-cuts,** too. 

Now then, if you will make the Tri- 
angle your clearing-house of "short-cuts," 
if you will give all of us the benefit of your 
ideas, then there are thousands of "short- 
cuts" at your disposal. 

Write the Triangle today the "short- 
cuts" you've discovered — the other members 
of the "Big Family" will contribute theirs to 
you. They will be printed in the Triangle. 


MR. JONES, of Toledo, Iowa— shake ! 
The Jones Brothers, Hudson dealers 
at Toledo, Iowa, are herewith extended 
the congratulations of the "Big Family" be- 
cause they are the livest dealers in their sec- 

Read the advertisement herewith reproduced 
and you will see the splendid selling idea that 
the Jones Brothers sprang on Toledo, Iowa, 
when they allowed a New Self-Starting HUD- 
SON "33" to stand outside for several hours 

strongly on their idea in selling talks, then we 
are disappointed. But we know they have. 

A big sign across the front of the store: 
"32 Degrees Below Zero and This Self-Starter 

% Victory to the New Self Starting Hudson * 

» * 

* a 

«: •*> 



Upon • wagrr, Uu Friday fnort»|. we decided to last owl 
darting Hudaoa car. W* placed the ear out in ihe wnlher wkUe tha ther- 
mometer hovered near 32 degree* below sere. After letting it rem 
for man* henra wc ttarted, by mi* of aelf ttarter, lime after tune, 
failing. There mrely can be no qoeetiea. The Hwdton u 
Let us book your order now for one of tbeee wonderful new Hodion Can. 

Jones Bros. Auto Company 

m aelf g 


■ere * 

r s 

cnr. -. 

while the thermometer was doing 32 degrees 
below zero and then pressed the starter button 
on the dash and started the motor. It was 
done on a wager. 

And then they spread the news. They ran 
three-column advertisements in Toledo papers, 
and, from information from that territory, the 
idea is selling cars for them. People are con- 
vinced by the practical demonstration that the 
Jones Brothers gave them. 

Such ideas sell cars — and any business in- 
stitution which shows that sort of energy is 
entitled to success. If the Jones Brothers 
haven't put across several orders by playing 

Worked!" is an idea suggested by one man in 
the advertising department for properly bring- 
ing this to people's attention in Toledo and 
the Jones Brothers have probably already con- 
ceived this idea. The whole idea ought to put 
Toledo, Iowa, territory at the head of the list 
of sales for sections having populations of 
3,000 to 5,000, which is about that of the Jones 
Brothers' community. 


A GERMAN salesman who sometime ago 
sold HUDSON S in a certain Western 
city found his chief competition in an- 
other car selling between $1,000 and $1,600. 

"How do you meet that competition in your 
selling talk?" a sales-manager for a large 
company once asked him. 

"Veil, like dis: Veil, de beeples vot 
make dat odder car are responsible peebles, 
dey know how much dey pay for materials 
vot go in id. Dey know vot it cost dem to 
put de materials togedder. Der nod in piz- 
ness for der helt, und I tink dot if id cost 
dem $1,600 to make dot car, dey vould ask 
$1,600 for der car, too." 

Maxwell Outsells Himself — Endurance Run Aids 

IT was divulged at the Chicago Automobile Show 
that A. L. Maxwell, the Lawrenceville, 111., HUD- 
SON dealer, outsold himself before Feb. 1. 

Mr. Maxwell at that time had taken his entire 
allotment of 25 cars for the 1911-1912 selling season 
and wanted to make provision for more New Self- 
Starting HUDSON "33's." 

Understand Lawrenceville is a town of 4,000 souls. 

Mr. Maxwell's territory comprises the section sur- 
rounding Lawrenceville also, but his record is re- 
markable and it looks as if he would outsell himself 
100% — 25 or more cars more than his original allot- 
ment called for — before spring is over. 

Which is some pace, believe us — but he'll do it 
because he's made up his mind. 

Now then, one of the factors in this selling feat 
was a 2,000 mile endurance run which Mr. Maxwell 
pulled off. He took a demonstrator, and ran it 100 
miles a day for 20 days. The mayor of Lawrenceville 
started the run. Each day the City Clerk took 
away the speedometer and kept it under lock and key. 
It was a great run — successful in making sales. 

Its success is echoed in A. L. Maxwell outselling 
himself before the year was half over. • 

Digitized by 



Tom Botterill's Scientifically Planned Store 

THIS is the new Denver home of the HUDSON. The saleroom for new cars and the offices are on 
* the ground floor. The Used car salesroom, second floor. Inspection and emergency shop, first floor. 
Overhauling shop, second floor — elevator 4 tons capacity. There are numbered lockers for clean stor- 
age of personal effects taken from owners cars, a private balcony and women's room, toilet conven- 
iences, desks, stationery and telephone for patrons use in addition to other Innovations. 

(The big idea"! 



Ever Lose a Sale This Way? 


Advertising Manager. 

YOU probably never lost a sale this way, 
but did you ever gain a sale this way? 
Most of these stories have been 
analyses of how people failed to get 
the order. This is a little better, because it 
tells how a salesman did get, not only one, 
but many orders. It emphasizes again the 
value of thoughtfulness, of courtesy, of look- 
ing for business. 

It tells about a New York experience, but 
don't assume from that that it isn't just as 
possible in Titusville. It has nothing to do 
with the story of a Hudson, but it does have 
to do with human nature, and that's the big- 
gest part of your business. The goods com- 
prises only half the art of business, the other 
half is the handling of the people. Either 
half in itself must fail. 

It was a Sunday morning on Broadway, a 
bright spring day. All the automobile stores 
were closed. The young man about whom 
this story is told was a demonstrator who 
had the confidence of his employer to the ex- 
tent that he had a key to the front door. He 
was bright and a thinker. The car that was 
being sold retailed at $4,000. 

Man and Wife Admire Car 

LOOKING in the window on this Sunday 
morning, shortly after the church hours, 
were a man and his wife. They were admir- 
ing the car and this young man, whom we 
will call Smith, noticed their attention. 

He introduced himself and asked them to 
come into the store to see the car to better 
advantage. They accepted the invitation. He 
explained all the details. They were much 
pleased. He arranged for a demonstration 
for them that afternoon and they bought the 
car that day. 

The man who bought that car was one of 
the head officials of the Standard Oil Com- 
pany. He admired the interest of the sales- 
man so much that he introduced him to other 
members of that company and on that slight 
introduction made by chance, through the 
natural desire to please and by courtesy, the 
demonstrator for that firm became its chief 
salesman, for he sold so many cars as the 
result of that one sale on account of the 
interest the man who bought the first car had 
in Smith. 

Lost Opportunities Every Day 

OPPORTUNITIES like this are lost every 
clay. If you could increase the number of 

sales you make even a trifle it means a dif- 
ference between loss and profit. 

A hotel, we will say, requires fifty guests 
to meet its expenses. Any number of guests 
under fifty means a loss. Any over fifty 
means a profit. 

If you have one hundred prospects in a 
year — yet the number may be more or less — 
let us say five per cent of that number, you 
have added to your sales twenty per cent if 
you can sell six out of one hundred and to 
your profits a larger percentage. 

Fifteen years ago appendicitis was con- 
sidered fatal seven times out of ten. Today 
the ratio is more like nine cures to one fatal- 
ity. Skill brought that about. Men had to 
think. They had to analyze. They learned 
from previous failures. 

Commercial reports show that only four 
businesses out of one hundred are successful. 
Ninety-six businesses out of one hundred do 
no more than make a bare living for the 

Lac% of Skill Responsible 

AM OST of the failures are due to the lack 
*"* of skill and management. Lack of capi- 
tal, of course, accounts for some but the big 
fault is poor management. Men do not learn. 
They do not observe. Greater knowledge 
of business management and greater skill 
changes your percentages of from four suc- 
cesses to the hundred to five successes to the 
hundred and the net increase of success is 
twenty-five per cent. Apply that to your own 
prospects. Every time you sell an automobile 
it means a profit. That is the distinct reason 

why you are in business. You don't get so 

many prospects in a year that they can be 

treated lightly or slightingly. Think of why 

the last man didn't give you the order and the 

man before that and don't try to excuse your 

| failure to yourself though that is a natural 

I inclination. It doesn't pay to deceive your- 

| self. 

| Analyze the Reasons 

, CO IF you neglected the man, was there 
KJ anything about the shop that didn't get his 
confidence? Were you disinterested while the 
j solicitation was being made? Was there any- 
thing about your personal appearance that he 
didn't like? 
I Perhaps he objected to smoking and maybe 
I you appeared with either a cigar or a cigar- 
I ette in your hand. People are finicky, we will 
say. They are particular. But since it is 
their money that they are spending, if we are 
successful salesmen we must put ourselves in 
, a position to harmonize with their thought 
and their attitude even though we don't agree 
, with these things ordinarily. 
I Go over the sales you have lost and en- 
: deavor to locate the reason for having lost 
I that sale and then the next time be sure that 
| you don't lose a sale for the same reason. 
That is the way to increase the percentage, 
I that's the way to make the percentage of suc- 
| cesses greater and reduce the proportion of 

May ffot Find Reason 

VOL' may not always be able to know why 
i * you didn't make the sale. When you 
don't buy you don't often tell the man who is 
trying to make the sale, no matter whether it 
is a collar or a pair of shoes, your true reason 
for not purchasing. You give him an expla- 
nation but you don't give him the real expla- 
nation. You may tell him that the shoes are 
too tight when the real reason is that you 
didn't want to pay the price asked for those 
shoes. The clerk made a mistake if he ex- 
plained to his employer and to himself that 
you didn't buy the shoes because he didn't 
have your size. Of course, he wouldn't have 
bought the shoes if they pinched his feet. 

Probably Had Size In Stock 

THE chances are that the clerk had the size 
* in stock. Maybe he said so. But you 
didn't offer any further explanation and con- 
sequently he couldn't talk to you, unless he 
were a good guesser. upon the advantages of 
your paying the price for those shoes that 
you had asked. 

_ You are a clever salesman only in propor- 
tion to your ability to find out why you didn't 
get the order. If you can do this and be true 
to yourself you won't have much difficulty in 
changing your own solicitation to meet the 

Sold Most Cars at New York Show 


A. J. Robinson won the first prize offered by Mr.Toback. General Manager. The A. Elliott Ranney Co. 

Messrs. Coppinger and Rice tied for second prize. 

Digitized by 



Over 200 Orders 
Gives Los Angeles 
A "Hudson Yeer" 

LOOKING the matter over, up one side 
and down the other, the Triangle 
finds that Manager Arnold and Sales- 
manager F. W. Leslie have sold Los 
Angles the New Self-Starting HUDSON 


In fact, the HUDSON, with its selling for- 
tunes generaled by these men, has captured 
the California city. There is no car in a 
class anywhere near the HUDSON which is 
selling anywhere near the number of cars that 
the Hudson Sales Company is. 

The Hudson Sales Company will go con- 
siderably over the 200 mark this year, for the 
Los Angeles institution is close to that figure 

"Why," you ask. "are these men so extra- 
ordinarily successful ?" 

A Little Story Tells It 

HERE'S a little story from the daily life of 
this dynamic organization : 

Vice-President E. H. Broadwell of the "Big 
Family" visited Los Angles. He had an early 
appointment with Mr. Leslie at which time 
certain matters were to be talked over. Late 
the night previous Mr. Leslie found he might 
be able to close a deal the next morning in a 
city nearby. It was a several hours' trip. 

The man in the nearby city wanted to see 
Mr. Leslie the first thing in the morning. It 
looked as if it was impossible to keep both 
appointments that day. 

Some might have said: "Well, I'll let the 
deal go over until tomorrow" 

Not Leslie. He got up at three o'clock in 
the morning, drove sixty miles or so to where 
he hoped to close the deal and got there at 
breakfast time. 

In an hour or so he'd closed his deal. 

Then a few hours later — as quick as he 
could get to Los Angeles — he kept the ap- 
pointment with Mr. Broadwell. That sort of 
spirit, that energy, is what will be responsible 
for more than two hundred HUDSON sales 
in a city like Los Angeles in a year. 

Here is a letter that will be of interest: 

"The writer has made many attempts to 
pen you a few lines, but as the sale of our 
cars continues so consistently, there seems to 
be no time left for anything but accepting 

•\Ve are sure we will go considerably be- 
yond the 200 mark, as the ball is started roll- 

"You will recall how pleased the writer was 
last year in being part of the Hudson force 
and this pleasure is still experienced but to a 
tar greater degree, and especially so, since he 
has had the pleasure of meeting the large- 
hearted beaming-countenanced Vice-President, 
Mr. Broadwell, — also that bunch of congenial- 
ity (although a little less in size) but still 
with' great and likeable qualities, Jean Bemb. 
— F. \V r . Leslie." 



Manchester Auto Garage. Manchester, N. H. 

HERE is a follow-up idea that we have 
found successful with circular letters : 
We think it advisable to mail circular 
letters early Saturday morning addressed to 
the prospect's residence. Thus the prospect 
will have the letter to read Sunday when he is 
at leisure, with no business worries surround- 
ing him. 

If prospects live too far away for Saturday 
delivery, P ut on a special delivery stamp so 
that he will receive it Sunday. 

He will then sit down and consume the con- 
tents for want of something to do. 

We have found this method has been very 

California Engineers Buy 

Hudson From S. C. Chapman 

HERE is a good letter to show prospec- 
tive purchasers of the New Self-Start- 
ing HUDSON "33." It takes from 
your prospect's shoulders the task of 
determining in his own mind whether the car 
is mechanically correct in design. 

Show this letter, from S. G. Chapman, Hud- 
son distributor at San Francisco, to the next 
prospective purchaser: 

"It may be of interest to you to 
know that I have sold a New Self- 
Starting Hudson "33" to the Cali- 
fornia Highway Commission for the 
use of the Engineering Depart- 
ment. Their engineers investigated 
the merits of a number of cars and 
finally decided upon a Hudson be- 
cause of its clean design. This car 
was sold at full price, no discounts 
being allowed or commissions paid 
to anyone. 

"The engineer, or technical man, 
is always quick to appreciate the 
advantages of the Hudson and is the 
easiest man to sell for this reason. — 
S. G. Chapman." 
That letter should be mightily important to 
every distributor, dealer and salesman in the 
"Big Family," for the reason that it confirms 
what every man believes : that Howard E. Cof- 
fin has given his latest car the greatest con- 
struction features that have ever been placed 
in an American automobile under $2,500 to 

These California engineers, you may be sure, 
investigated each car thoroughly, and their 
decision in favor of the Hudson is one that 

will imbue confidence in the minds of your 
prospects, if you use this bit of selling infor- 
mation. Show them Mr. Chapman's letter. 
Try this today — then keep on using it. 

Across the Continent 


AFTER a trip clear across the continent 
from Brooklyn, N. Y., we arrived here 
in Los Angeles a week ago and had a 
fine trip without a mishap to the car until 150 
miles of here on the desert we came to a very 
bad hill. The HUDSON made the hill but the 
E — that we met on the road was unable. 

When I got up the hill I told Mr. Potter, the 
Brooklyn manufacturer who owns the car, to 
stay with our car while I was trying to get the 
other car up for about 45 minutes. 

I came back and found Mr. Rotter had fallen 
over a bluff and dropped fifteen feet and broke 
an ankle and leg. 

We were forty-five miles from town. I 
finally had to tow the other car up the hill and 
when we got to the next town brought Mr. 
Potter in on the train and I went back and 
brought the HUDSON the rest of the way. 

Never had a plug out and it is more quiet 
than when I started. HUDSON people here 
are demonstrating with it now. 

Am sending you a picture of the car. They 
had our car running against some other new 
1912 makes but they have to hand it to us. 

Service Department Corner- 

THERE is so much difference of opinion 
existing throughout the country regard- 
the question of "Service," and it is such 
an important subject that a little time 
spent in analyzing it ought to be helpful to 
all of us. 

In the first place, what is Service? 
Service, as we see it, may be defined briefly 
as "Seeing that the owner gets full value out 
of his investment." Of course, every indiv- 
ual owner has a different idea of what that 
full value consists of. and therein lies the 
hardest problem that a Service Manager has 
to face. 

He must refrain from saddling the Sales 
Department with disgruntled owners and at 
the same time he must not be so generous 
that his Department shows a chronic loss. 

And Thie Is Not Serine* 

THERE are some dealers who seem to be- 
lieve that service consists in giving the 
owner everything for which he asks and in 
not rendering a bill for anything. 

We suppose that it is unnecessary to point 
out the errors in that viewpoint. 

In the first place, there are very few men 
so unfair that they object to paying a reason- 
able charge for service received; and in the 
second place, many owners object to receiving 
free service, feeling that it places them under 
an obligation to the dealer, a condition that 
they do not care to have exist. 

There is no reason why the owner of an 
automobile should not pay a fair price for the 
labor which is done upon his car; further, 
there is no reason why every dealer should 
not make a point for collecting for such labor. 

If with the mistaken idea that Service con- 
sists of free labor he refrains from present- 
ing a bill, he is establishing a precedent 
which will become a greater and greater 
drain from season to season. 

He is just as much a cutter of prices as the 
dealer who offers a discount of ten per cent, 
and the result in each case is identical and 
need not be enlarged upon. 


Replacements — How Governed 

I N practically every instance where defective 
* material occurs the factory makes a gratis 

In almost every case the owner has had 
some use out of that part. It may have been 
only a few days, or it may have been several 

If the defect was manifest immediately 
after delivery, the dealer co-operates with 
the factory in seeing that the owner is not put 
to any expense in the matter for labor of 
installing the part; but if the car has seen 
some service, the average owner will be will- 
ing to stand a part, if not all, of the labor 
charges in connection with the replacement. 

An excessive amount of generosity is really 
a display of excessive weakness. 

Every man has an inherent sense of fair- 
ness somewhere in his composition. It is 
hard to find in some cases, but it exists, and 
it is up to the dealer to find it. 

Success in Cash Plan 

T^HERE is as least one representative who 
* does all his business on a strictly cash 
basis and he has had extraordinary success 
through running his business in this way, but 
it is a method that requires expert handling 
and is one we hesitate to recommend indis- 

We do believe, however, that it is very poor 
policy to allow any account to stand open 
for more than thirty days without an explana- 
tion, particularly if the account covers labor 
charges. If you allow the owner's account for 
labor to run oyer three or four months, it 
becomes increasingly hard to collect and also 
increasingly hard to explain if he should dis- 
pute it, as he most probably will. 

In a few words, "Service" does not neces- 
sarily mean gratis labor, and if "Service" from 
a dealer's standpoint does mean gratis labor, 
then that is an entirely wrong conception. 

We shall have more to say on this question 
in an early issuey^ 

Digitized by 

more 10 say on tnis 


Dealers Who Seized the 

ain Chance 

THIS being Mardi Gras time in New 
Orleans — or rather Mardi Gras time for 
a lot of the rest of the country that is 
game for the $8 a day rooms there dur- 
ing the annual reunion of glees in New Orleans 
— it is apropriate that the spotlight be turned 
upon the big man of New Orleans. 

For with the population of the Mardi Gras 
city considerably inflated there is need for a 

Not that the Triangle would give issuance 
to anything that might be construed as a cir- 
culation boast, it behooves us to, upon this 
occasion, direct attention to the big man of the 
city where the Mardi Grasing is going on. 

This man has a wonderful acquaintance. 
He probably knows more people — more motor- 
ists — than the mayor himself. You cannot 
walk down an average New Orleans street 
with him without noticing that every other 
man nods in his direction and caps the nod 
with "Howdy, Pop." 

And when it comes to the productivity of 
that acquaintanceship, you can get the best 
answer by figuring up the number of HUD- 
SONS that are running on New Orleans 
streets, the car that is sold by the Crescent 
Auto Company of which "Pop" is the presi- 

His Fame Won The Main Chance 

¥ ONG before General Sales Manager E. C. 
*^ Morse joined the "Big Family" he knew 
of "Pop" Johnston— or to be exact, W. P. 
Johnston — for "Pop" was famous by reason of 
his acquaintanceship and because of the repu- 
tation he had for taking care of owners of cars 
he sold. 

Consequently when the "Big Family" came 
into existence it was an open and shut cinch 
that the Main Chance and "Pop" would be 

Which took place as scheduled. 

For, be it known, "Pop" is a deep- dyed 
HUDSON enthusiast. He is an enthusiast, 
not alone on the car, but he believes in the 
"Big Family" interchange of ideas. He be- 
lieves in "Big Family" policies and adheres to 
them, which adhesion is a profit-maker. 

That is what he is in business for. 

"Pop" Johnston is a great believer in that 
fact that giving the owner the highest type of 
service, and in the fact that it gives the dealer 
a business solidity that can be achieved in no 
other way. 

The Crescent City Auto Company's Service 
department has not a superior in New Orleans, 
and while that is a mighty broad statement, for 
some very high priced cars are sold there, the 
service department will make good on that 

Sales Can't Get Vast Him 

IT was during the Democratic primaries there 
that the fact that the sales force of "Pop" 
Johnston's institution is the livest sort of a 
business-getting organization, came out. 

A man had phoned from a New Orleans hotel 
that he was interested in the HUDSON. 
Somehow someone foozled on the man's name 
and the salesman who hopped into a car a 
moment later had no further information than 
the name of the hotel and the fact that it 
housed a man interested in the HUDSON. 

With that for the nucleus upon which to 
build, the salesman started out. Later L. J. 

Robinson, Southern District Sales Manager, 
happened into the Crescent salesroom and hap- 
pened to get into conversation with the man 
the salesman went after. 

"I've just bought a HUDSON," the pur- 
chaser remarked. "And I'm taking the train 
home tonight. I am the man who phoned 
from the hotel." 

It demonstrated conclusively the manner 
with which sales are corraled in the Southern 
city. They rarely escape. 

For the organization is on the job constantly. 
And that is Pop's" idea of being in business. 

A Big Prosperous Organization 

THE New Orleans home of the HUDSON 
* is a big prosperous organization — in ser- 
vice as well as sales. 

There are no loopholes — the institution is 
making money— and the HUDSON is the most 
popular car of its class among New Orleans 
folks — among "Pop's" friends. 

Contagious Enthusiasm 

ILLUSTRATING that "Pop's" New Self- 
1 Starting HUDSON "33" enthusiasm is 
mighty contagious is Southern District Sales 
Manager Robinson's commentary upon New 
Orleans big man. 

"Top' is the daddy of them all in New 
Orleans," says Robinson. "He is 100% right, 
always — getting the business is the most 
natural thing in the world for him. He never 
has heart-flutters when he gets the order or 
when he asks the man for it, for he considers 
it the natural thing for the prospect to do— to 
own a HUDSON. 

" Top' knows he is selling a huge value for 
the money and he governs his selling conduct 
by that fact. The result is he is making money 
and always will make it." 

Which philosophically reminds us of the 
fact that business success depends solely upon 
the man, after all. It is largely a matter of 
mental decision whether we make good. 

For if we determine to win, and stick to that 
determination, we won't fail. 

Summing Up His Assets 

"Pop" Johnston has three huge assets. 

A remarkable acquaintanceship. 

Knows how to take care of owners. 

Is on the job every minute. 

With those three things as its foundation a 
splendid business has been built 

"Pop," the "Big Family" extends its felicita- 
tions, realizing that you have the proper caper 
in selling cars. 

The Decorated Hudson of the Gomery-Schwartz 

Company, Philadelphia, in Recont Parade 

Digitized by 


Published weekly by the Hudson Motor Car Co., in the interests of Hudson Distributors, Dealers and Salesmen. 

— Facts That Sold Me a Hudson — 

Written by Owners off the New Self-Starting Hudson "33." 

^ Iff HAT selling points are responsible for the sales of the Hudson to youf" was asked 
V* of Hudson owners. 

A letter was sent to them so the TRIANGLE could present you with the selling 
arguments that are landing the orders — the points that clinch the sales. 

In these letters owners sum up their reasons for buying. 

The reasons that sold these owners a car will sell the car to others— to your present 
prospects. Knowing WHY people buy the Hudson gives you talking points that cannot 
fail on those who are still prospects; if you use the same strength of presentation. 

Use the talking points— proved order-getters— given by actual buyers. 


Famous Race Driver — Winner of 1908 Vanderbllt 

Cnp Race and Other Honors. 

YOU ASK my reasons for purchasing a Hudson 
••33." I'll tell you. 
I bought a Hudson because of the following 
FIRST. I knew it to be an exceptional machine. 
SECOND. Anything that Howard E. Coffin and 
E. H. Broadwell were connected with, I'd pin my 
faith to. 

THIRD. I knew that the treatment I would 
receive after I bought the car would be the best 
possible to receive. (I have since found this to 
be more than true.) 

Can you tell me what other reason a sane per- 
son could demand T 

BY C. L. MCHLEMAN, M. D., Parkersbnrg, W. Va. 

WHY I chose the Hudson "33": 
FIRST. Because the Hudson car has 
"made good" in this hilly country of ours. 
There are probably more Hudson cars in this com- 
munity than there are cars of any other one make. 

SECOND. Because it is a good medium weight 
car. My last car was a very heavy runabout and 
the tire expenses were enormous. 

THIRD. Because of its simplicity. It is a car 
of comparatively few parts. 

FOURTH. Because of its excellent. quiet, 
powerful motor. 

I am perfectly satisfied with my choice and the 
more I drive my car the more enthusiastic I be- 
come over my Hudson "33." 


BY C. A. MORRELL, Xyack, N. Y. 

AS TO why I chose the Hudson "33." will 
I did so for the following reasons: 

FIRST. Howard E. Coffin was the designer. 
SECOND. On account of its simplicity. 
THIRD. On account of its appearance. 
FOURTH. From the fact of its being well 
spoken of by Hudson owners. 

FIFTH. From my own personal knowledge of 
cars and machinery on which I had several years 
of experience in my earlier choice. 

BY H. J. RAY, Grenada, Miss. 

THE following are reasons I bought a Hudson 
1912 Model. 

FIRST. I had my mind made up for two 
years back to buy a car and had been carefully 
investigating them all, and found that practically 
all of the users of 1911 Hudson cars were more 
than pleased and everyone had a good word for it. 

8ECOND. I had a responsible friend to inquire 
of the high price makers of cars their choice for 
a medium price car, and they all chose the Hud- 
son, since they did not make a car of this price. 

THIRD. I had automobile agents and salesmen 
who did not sell the Hudson car advise me to buy 
the Hudson "33." _ 

FOURTH. I felt that Howard E. Coffin could 
not turn out a car that was not up-to-date in 
every respect, as his reputation is at stake. 

FIFTH. The Hudson car had every improve- 
ment known to automobiles that was practicable 

SIXTH. The Hudson car was recommended to 
ma for its few pans and simplicity. 

LAST. I have thoroughly tested the car, and 
a~ entirely satisfied with it in every respect, and 
if I «-ver buy another it will be a Hudson "33." 

BY A. N. COLLINS, 31. D., Detroit, Mich. 

the question, "-Why 1 chose 

Hudson '33' 

beg to say: 
FIRST. Living in Detroit, having had ex- 
perience in wearing out two machines, made in 
other cities, my decision to get a Detroit made 
machine was without a waver. 

SECOND. The simplicity, and to my cultured 
mechanical mind, promise of durability and free- 
dom from vexatious thousand and one parts, esti- 
mated in Mr. Coffin's latest design, appeared to me 
as the last thing in auto design. 

THIRD. The multiple disc clutch and absence 
of a rattling fan mechanism was a deciding fea- 
ture between it and another excellent Detroit made 

FOURTH. Absolute confidence in the perman- 
ency and absolutely fair treatment of the Hudson 
Company was probably the largest factor deciding 
the matter. 

Permit me to add that, personally. I like to 
deal with your genial Mr. Brady, whom I have 
found very satisfactory to do business with. 

BY CH AS. R. FOITZ, Westminster, Md. 

I HAVE owned four . one . and one 
. The Hudson car I purchased about 

three and a half months ago. There are a 
number of reasons why I purchased a Hudson. ? 

FIRST. She has fewer parts. 

SECOND. She runs smoother than other cars.' 

THIRD. She operates easier than many other 
cars that I have driven. 

FOURTH. The fact that she was designed by 
Howard E. Coffin gave me confidence that she is 
an all around first-claes automobile. The fact that 
I have had some experience with automobiles gives 
me better judgment in selecting a car. I feel sure 
that I did not make a mistake when I selected 
the Hudson. Having fewer parts, the Hudson Is 
easier taken care of and less liable to wear, and 
necessity of replacing parts, thus making it a very 
economical car. I would not exchange my Hudson 
for any 32,000 or 33,000 car on the market. 

BY W. L. YOUNG, Council Grove, Kans. 

IT AFFORDS me the greatest of pleasure to say 
why I purchased a Hudson "33." After care- 
fully looking over all different makes of auto- 
mobiles and taking everything into consideration 
my selection was a Hudson "33." And a few of 
many reasons as follows: 

Account of its powerfulness, dust-proof valves, 
demountable rims, with large tires, visible oiling 
system, "uietness and smooth running, its wonder- 
ful durability, appearance and every part in gen- 
eral so nicely situated and convenient, and I might 
add account Mr. Coffin's past remarkable reputa- 
tion as a world's leader in this direction. 

FROM GEORGE £ BERRY, Boston, Mass. 

I WAS told by a friend the engine that Mr. 
Howard E. Coffin designed was second to none 
for durability and simplicity having, in my 
mind, the best magneto in the market; the chassis 
built strong as possible for its weight. I looked 
over the automobiles in Boston for some time, 
but could not find a body so well built and with 
fine lines, the upholstering very good, the wind- 
shield the best I have seen, with long braces to 
hold same. In fact I liked the car so well, that 
I got a friend of mine so interested he also bought 
one. I am glad to own a Hudson. 

Remarkable Feat by the Sturdy "33." 

■y A. J. WILLS 
NhSsob Dealer at Lawreaoe, Mass. 


ERE is a photograph taken of a Hud- 
son car towing a one-ton truck and a 

large car. Also six men in the 

Hudson car to hold it down on the ground, 
so that we could get a traction. 

The car which you see in the rear of this 
picture ran into a stone wall about five miles 
away, breaking both forward wheels and the 
forward axle. 

We took this small truck over, and loaded 
the front end of the car in the rear of the 
truck, and started to pull it in with the 

The snow was so deep and so bad that we 
stripped the gears in the differential, conse- 
quently disabling the truck. 

As I was over with my Hudson demon- 
strator, superintending the job, I did not 
know anything else to do but to hook th£ 
Hudson on the front of the truck and see 
if I could tow the entire load home. 

We were very much surprised when wt 
found that the little Hudson could tow both 
the truck and the car, and I towed them 
both for a distance of three miles through 
the snow, just as you see it here. 

We thought that it was a good stunt, and 
that we would have a photograph taken, 
showing the load as we pulled it in. It 
certainly demonstrated that the transmis- 
sion, clutch and differential of a Hudson car 
are there to stay. 

Digitized by 



A Striking Illustration of How Factory 

Extension, Finished, Facilitates Production. 

ThiB photograph, showing the Interior of the secmd floor of the newly-built wing of the Hudson fac- 
tor;', aptly tells the use to which the extra 63.600 squire feet of floor space is put. This is the room where 
Hudson chassis are given their several coats of paint. The first floor Is the rough test department. 

11,000 Mile Car 

Is Demonstrator; 

Idea Nails Sales 

Manager Gala City Motor Co., Winona, Minn. 

IT will interest you to know the method 
we use in making sales at this time of 
the year in our section. Of course the 
past season we had enough Hudsons 
here to establish a reputation on them, but 
it is a surprising fact that we come in con- 
tact with people every day who are just 
getting the automobile fever and don't 
even know that there is a Hudson in town. 
This seems very unreasonable, and in our 
city you cannot walk down a street without 
at least passing three or four of them. 

Of course you understand that a disin- 
terested person probably would never notice 
them, but at the same time the lines of the 
Hudson would attract your attention. 

We cannot appreciate the fact that they 
do not notice them. We also find that this 
class of people put the statement up to you 
that any new car always runs well, and 
in one sense of the word this statement is 

Bought an Old Car 

WE therefore got busy and bought out- 
right from one of our customers a 1911 
torpedo that has been run about 11,000 miles. 

Now, when we get one of that class of 
people in our showroom we show him the 
1912 models and explain to him the improve- 
ments and conveniences, and when it comes 
to demonstrating we take him out in the 
1911 car and are very careful that they 
notice the mileage on the speedometer. 

We show them the quietness of the motor 
and the freedom of rattles, squeaks, etc. 
Nine cases out of ten when you come back 
they are ready to sign the contract. 

It simply proves to them that the car 
does not change from long hard service. 

This scheme worked out very good, but 
we are going to improve upon it in this 
way: In this particular section the many 
sales are made in February and March, and 
very few people in our locality seem to 
care about ordering earlier. 

One realizes in this section the hard win- 
ters we have and the icy and rough roads 
that exist throughout the winter. 

Few things are Impracticable in 
themselves; and it is fer want of 
applicatien, rather than ef means, 
that men tail ef success. 

— Rochefoucauld. 

HoW Scheme is Improved 

/^vUR intention is to run a 1912 car and 
^ accumulate as much mileage as possi- 
ble, and at the time when the people start 
buying we have this particular car on our 
show floor along with the new cars, and 
expect to demonstrate to them that the hard 
service has very little effect upon the quiet- 
ness of the motor, and that it naturally im- 
proves the flexibility and riding qualities of 
the car. This sort of a scheme may work 
in every section, and it surely is working 

Idea Costs Very Little v 

T*HE biggest drawing card has been our 
* inspection system, which has met with 
the highest recommendation from every 
Hudson owner. As soon as a car is sold 
it is listed in this system and the owner 
is instructed to bring his car in once a 
month, and we will examine the entire car 

At this time we usually take up the valves 
a little and adjust the carburetor providing 
it is necessary, thoroughly clean out the 
radiator, clutch, and examine the transmis- 
sion and differential, tighten up the spring 
bolts, repack the knuckles on the steering 
gear, and examine the tires, and advise him 
if necessary any little repairs that should 
be done. 

At this time we take the speedometer 
reading so that we are in a position to 
keep track of the tires, and be able to 
state to the tire manufacturer the exact 
mileage, especially when adjustment is nec- 

We have people in Winona running Hud- 
sons that know nothing about their car ex- 
cept to stop and start it, and if it were not 
for this system that they would be exceed- 
ingly handicapped and we would be hurting 
ourselves by having a few cars out of order 
every now and then. 

Inspection Spstem 8/jr Card 

THIS takes a little money but as you get 
* the full price for your car you can easily 
afford to do it. It is only a matter of time 
before all of our owners advertise this sys- 
tem by mentioning it often times in an off- 
handed way. 

We have discovered that service is the 
rare keynote to automobile success. 

To demonstrate this fact, up to this year 
there has probably been twice as many cars 
purchased in Minneapolis and Chicago as 
those purchased from Winona dealers, this 
years, and outside purchases were reduced 
50 per cent, and we personally believe that 
within another season the outside purchases 
will be very limited. 

Why Sales Agents 

Need the Hudson 

THIS article opens up a new avenue of 
* sales for many of us. 

There are a number of sales agents in 
your territory who need cars, but do not 
yet own them. It is said that the average 
sales agents can triple the number of calls 
in a day, if he owns a car that is simple, 
hence needs little attention, and which is 
free from trouble. 

That means the sales agent can triple his 
sales with a HUDSON— triple his earning 
power, his income. Knowing that fact will 
sell him. 

The writer understands that the National 
Cash Register Company, the Burroughs 
Adding Machine Company and the Aetna 
Insurance Company advocates the owner- 
ship of automobiles by their sales agents. 

Agents for each of those companies al- 
ready own HUDSONS. 

The factory has letters from an agent in 
each of those big institutions who use HUD- 
SONS in their business. Advertising Man- 
ager L. E. Olwell, of the National Cash Reg- 
ister Company, and other N. C. R. officials, 
own HUDSON cars. 

The factory will be pleased to furnish you 
with letters from agents of the three insti- 
tutions mentioned. Chief Engineer J. G. 
Vincent, of the Hudson Motor Car Company, 
Howard E. Coffin's right-hand man, was once 
Superintendent of Inventions at the Bur- 
roughs Adding Machine Company. That's 
another point where there's a Burroughs 

Just the other day Paul E. Rudd, special 
agent for the Aetna Insurance Company at 
Toledo, O., visited Detroit and incidentally 
placed his order for a New Self-Starting 
HUDSON "33". He had also owned a 1911 
HUDSON, which he had driven 6,000 miles 
and which cost but $2 for upkeep for that 
distance. He travels over Indiana, Ohio and 
Michigan in a HUDSON. 

Write for the testimonial letters today if 
you care to take advantage of a chance to 
make a sale or two. 

L. M. Wright, Rome, Qa., 

Foils the Weather Man 

Southern District Sales Manager 

LM. WRIGHT, the Hudson dealer at 
Rome, Georgia, dominates the weather 
e situation regardless of the brand that 
is dispensed in his territory surrounding 

Between the New Year and the middle of 
February Mr. Wright sold six Hudsons in 
a territory of small population, Rome hav- 
ing 15,000 — and the weather has been fierce. 
He is going to sell 10 more this spring. 
There is no question about it in his mind, 
and I know he will, for his January-Feb- 
ruary record vouches for that 

He has some interesting stories to tell 
about the Hudson and its performances in 
his territory. He has a Hudson which has 
been run 32,500 miles. He says the spark 
plugs have never been taken out until it was 
overhauled at the end of this mileage. 

Digitized by VjOOQ iC 


Prospects Want Demonstrations 

When Tiffany Suggests Ice Ride 

Proprietor the Tiffany Diamond Garage, Poughkcepsie, N. Y. 

ONE of the severest winters we have 
ever had in this vicinity has been 
this winter. We are sincere believ- 
ers, however, in the fact that cars should 
sell in winter and summer, as well. 

The proposition we have been up against 
is to induce prospects to brave zero weather 
and get out in a New Self-Starting Hudson 
"33". We had used heaters, robes and other 
things to no avail. 

But the idea of a ride on the frozen 
Hudson river in a Hudson was irresistable. 

It was new and it did the trick. The dem- 
onstrations were usually short and sweet. 

The idea of getting this picture occurred 
to me after being on the ice several times 
with prospects. 

Then we had some postal cards printed 
and inscribed "The New Hudson on the Old 
Hudson, Both Unequaled." These we sent 
out, and they have done some good, too. 
In the picture you have the Poughkeepsie 
bridge as a background, the second largest 
cantilever bridge in the world. 

Don't Speak to a Salesman Who 

Is Working on a Prospect 

By J. A. DRAPER, District Sales Manager 

IN CLEVELAND this week I walked into 
the salesroom of the competitor of Mr. 
Frank Phillips, the Hudson dealer. I 
thought I'd look around, and see what 
they were doing. 

I walked over to the side of the salesroom 
and began looking at one of the cars. 

Within six feet of me stood a prospect, 
his wife and a salesman. The salesman 
seemed to be on the job and he was just 
closing the sale — had the man pretty nearly 
across the line. In fact, he was holding an 
order book in his hand. 

The man's wife raised a slight objection 
as to the color of the car. She had prob- 
ably painted a mental picture of herself in 
a car of another color. But her objection 
didn't seem to bother the husband much. 
He went right on gathering in all the sales- 
man was telling and I said to myself: "That's 
a sure sale." 

Listening with interest to the sales argu- 
ment, I presently heard the telephone oper- 
ator yell out: 

"Telephone, Mr. Smith." 

He Was On the Dotted Line 

CMITH was evidently the salesman, for he 
^ said "all right" over his shoulder, but 
refused to stop the conversation with the 
prospect, who was now right up and stand- 
ing on the dotted line. The salesman had 
passed the prospect, the order book, pre- 
paratory to signing the order. But Smith 
hadn't answered the 'phone. 

Again the telephone operator bawled out: 
"Telephone, Mr. Smith!" This time the 

anger in her voice prompted Smith to say 
"excuse me," and he hurried away to answer 
the call. 

The customer was holding the order, un- 
signed. The salesman leaving gave Mrs. 
Prospect a chance to talk a minute, and she 
lit into the color of that car with both 
feet and squeezed a lot of language into 
about a minute. I saw the prospect shake 
his head up and down as if agreeing with 

The salesman returned. 

"Just step this way," the salesman said to 
the prospect, "and we can draw up the 

Fire Anyone Who But* In 

"Well, I tell you," the prospect returned. 
"I guess I won't get a car just now — at least 
not until I look around a little more. Much 
obliged for your attention." 

And Mr. and Mrs. Prospect walked out 
the door — the sale was lost. 

A telephone call was more important than 
the sale's cash profit! 

That isn't a correct commercial equation. 
There is a certain well-conducted salesroom 
in Chicago where the penalty for interrupt- 
ing a salesman talking to a prospect costs 
the interrupter his job. 

If you don't want to lose sales in just that 
way — and you'll have similar cases often — 
make it an absolute rule now that no one 
speak or go near a salesman with a prospect, 
without being called. 

Let's quit losing sales through idiotic 
blunders like this. 


I T is a "Hudson Year" in Beloit, too. 

The Menhall Garage, of which J. W. 
Menhall is the proprietor, is busily engaged 
in turning over the cars as fast as they're 
shipped. Central District Sales Manager 
Walter J. Bemb happened in on Beloit just 
the other day and was amazed at the rap- 
idity with which things are moving there. 

"Jimmy Menhall is a live wire, for no 
grass is growing under his feet, and he 
doesn't leave a stone unturned to connect 
with a prospective order," writes Mr. Bemb. 
"When it is necessary for him to be out of 
town, things are well taken care of by Mrs. 
Menhall. While he was away recently Mrs. 
Menhall sold three cars and Beloit is going 
to see a big 'Hudson Year.' " 

Caution You Must Give 

The New Hudson Owner 


ONE of the hardest problems the dealer 
has to contend with today is getting 
a novice driver to appreciate in the 
proper sense just what a wonderful piece of 
machinery the automobile that is being 
turned into his hands really is — and to 
make him treat it as such. 

All of you have no doubt had instances 
brought to your notice where a new owner 
drove in, having driven the car for about 
two weeks, and complained bitterly on the 
action of his car — and on going into the 
matter with him, have found that somehow 
or other he had utterly forgotten to oil 
some vital part or in some manner disre- 
garded all directions. 

The fault in cases of this kind lies in -the 
fact that the teacher has taken too much 
for granted as to the knowledge his pupil 
had about a motor car, and consequently 
did not give him enough attention, or he 
was overtaught. The latter is more often 
the case. 

The purchase of his first automobile is a 
very big event to the buyer, and naturally 
he is in a more or less excited state of mind 
from the time he places his order until the 
newness of the thing wears off. 

First Impressions Lasting 

piRST impressions of a beginner are us- 
1 ually very lasting, whether good or bad. 
Conditions that may appear in a minor light 
in the mind of an automobile mechanic, 
create in the mind of that new owner an 
entirely different impression, and it usually 
requires but a very little mishap to create 
that bad one. You can avoid this by really 
taking a few hours' time and making the 
proper effort in the teaching of the new 
owner in the right way. It will save you 
many explanations and dollars later on. 

It, therefore, becomes quite a problem to 
the dealer to successfully make the new 
owner retain In his mind those few instruc- 
tions which will successfully carry him 
through the first few weeks. The plan then 
is to first size up the new owner and then 
portion out to him the right amount of in- 
struction, just as a doctor would treat a 
patient. Don't take it for granted that he 
knows anything about the places to lubri- 
cate. He doesn't. Show him, try and im- 
press upon him that the plate on the dash 
regarding lubrication is there for a purpose 
and means exactly what it says. Caution 
him against driving the car at an excessive 
speed until the speedometer shows at least 
a reading of about 400 miles, and above all, 
keep your instructions simple. 

May the Centerville 

Hudsons Never Lose 

Central District Sale* Manager 

WHILE I was in Indianapolis on my 
last trip, I met our dealer from 
Centerville, Indiana, Mr. Albright, 
and here is an idea he is pulling off in his 
little town in the way of an unique adver- 
tising stunt. 

As a side issue to his business he is 
managing a basketball team, which he has 
named the HUDSON Team. He has had the 
boys fitted out with a uniform, the sweaters 
of which have a large Triangle with the 
name HUDSON across the center of it. 

At the present time they are playing 
games all over the territory, and when out 
of the city he takes them to the various 
towns in a HUDSON car. In addition to 
this, he has a small card made in the shape 
of a Triangle, and one of these is handed to 
everyone attending the games. He tells me 
that sometimes they are worn for days after- 
wards, and that you may see them hanging on 
the lapels of the people's coats. 

Digitized by_ 

ouyers - main chan <*- i Gus and George, our palm. 


Published weekly by the Hudson Motor Car Co., in the interests of Hudson Distributors, Dealers and Salesmen. 

First "Extra Day" Reports 

Show Scores off Hudsons Sold 




New York : . . . . 5 

Atlanta, Ga 4 

Philadelphia, Pa. 4 

Detroit, Mich 4 

Dallas, Tex. 4 

Kankakee, 111 3 

Utica, N. Y 3 

Jacksonville, 111 2 

Manchester, N. H 2 

Bridgeton, N. J 2 

Duluth, Minn 2 

San Antonio, Tex 2 

Los Angeles, Cal 1 

Kansas City, Mo 1 

Buffalo, N. Y 1 

Marietta, 1 

Washington, D. C 1 

THE whole country had a "Hudson 
Day," Feb. 29, the extra day of 1912. 
From New York to California mem- 
bers of the "Big Family" put forth 
extraordinary efforts to close sales — to 
make the extra day worth while in profits. 

So far only the early reports were received. 

Some warm selling battles were waged 
to make it a Hudson day, too. And there 
were a lot of orders closed which would 
undoubtedly have escaped had there been 
no incentive to nail the sale that day and 
make the profit sure. 

In New York, for instance, the writer 
happened to 'be in the office of General 
Manager Samuel S. Toback of The A. El- 
liott Ranney Company when the sales re- 
ports came in. The report showed ten new 
prospects "had come into the store that day, 
sandwiched in between ten old prospects. 

Out of the total of twenty prospects, Gen- 
eral Manager Toback's men closed five 

In Kansas City a unique selling incident 
transpired. The Saturday evening previous 
a prospect had deposited a check on a car 
with the Albertson-Boyd Company. It was 
the fourth sale that week. But on Monday 
Mr. Boyd found the prospect had stopped 
payment on the check. 

Mr. Boyd's Wort. Closed Him 
OERE is Mr. Boyd's version: 

1 "Upon calling up the purchaser we 
found that Sunday some of our 'worthy 
competitors' had knocked the car so stren- 
uously, saying the particular car he had 
decided upon — the one we had at the auto- 
mobile show — was the poorest HUDSON 
we had ever received, etc., etc., that he got 
'cold feet' and stopped payment on his 

"We were to deliver it to him about 
March 15th, and, of course, asked him to 

come down and see the car, as this (the 
competitor's statement) was not the case, 
and we could prove it to him very easily; 
further, if he was not entirely satisfied with 
the car he had chosen, we would be glad to 
substitute any other which he would choose 
in its place, knowing that all HUDSON 
cars are practically the same, and assuring 
him that in case any car he should take 
was not entirely satisfactory, we were more 
than anxious to make it so, and the Hudson 
Motor Car Company would stand back of 
us to the limit in order to help us do so. 

"We tried for three days to get the party 
to come down and look the car over, but 
he made one excuse after another until we 
finally got him in our sales rooms Thurs- 
day, 'the extra day/ 

"Needless to say, it took us a very few 
minutes to prove to him that the car he had 
chosen was as good as any HUDSON car 
and a little better than any other car which 
he could choose. He gave us a new check 
which we deposited and which went 
through O. K. 

"We will deliver the car to the party 
about the 10th or the 15th of this month, 
and we feel sure that eventually he will be 
one of our strongest boosters, owing to the 
fact that competitors tried to persuade him 
he was choosing the wrong car, and we 
know that after he has driven the HUD- 
SON for a short time he will realize what 
a mistake he would have made to have 
chosen anything else." 

No Interference from Weather 

PECULIARLY in Kansas City there was 
^ nine inches of snow on the ground. At 
Chicago and other points the weather man 
was especially vicious, yet in many cases 
that did not interfere with closing an order 
or two, according to the first reports-which 
the mail has brought in up to the'tinie of 
writing this article. 

In Boston, for instance, the cold kept 
people, indoors, but Thursday's activity 
came to a head in Friday's orders, for the 
Henley-Kimball Company sold four HUD- 
SON'S on the day following the extra day. 
The next day the Boston show began and 
13 sales were made at the show the next 

Reports from about 25 per cent of the 
HUDSON distributors and dealers had 
been received when this article was writ- 
ten, consequently the figures given above 
are not complete as yet. A number of de- 
liveries were made throughout the country to 
new buyers, though in some cases the dealers 
reporting deliveries did not happen to close 
sales on that day. 

Another Extra»Dap Incident 

JR. ELWELL, the Bridgeton, N. J., Hudson 
• dealer, tells an interesting story of the sale 
he made as follows: 

"The funny part of the day's business was 
that I sold a car to a man whose friend wanted 
him to buy the same make of car as his, which 
is in the fifteen hundred class. 

"The friend said, 'if you buy a Hudson 
when I meet you on the road I will beat the 
legs off of you.' So it happened Thursday that 
we met this friend of his while I was demon- 
# (Continued on First Column, Page 2) 

This Photograph of the Hudson Demonstrator of Tom Botteril, Denver, is worth showing 
your Prospective Owners- It shows the condition the Car must meet. 

Digitized by 



Father off First Indianapolis 
Automobile Show 

President Harry L. Archey, of the Indianapolis 
Automobile Trade Association, is the father of the 
first automobile show Indianapolis has ever had. It 
is to be held the latter part of this month. President 
Archey's other distinction is that he is a member of 
the "Big Family," being the Hudson distributor at 
Indianapolis. He is the first automobile dealer in the 
country to run a double-page picture of a car in a 
newspaper. The car was a New Self-Starting Hudson 
"33.' The idea brought several traceable orders. 


(Continued from Page /) 

strating the car on the country road, when this 
friend came up from behind at a 2-minute clip 
and called at the top of his voice to come on. 

"I said to the man, 'let me have the wheel 
and we will show him a trick.' 

"We exchanged seats. I had five grown peo- 
ple in the Hudson "33" Torpedo. We hit it 
up and caught the friend inside of a quarter of 
a mile and we both were going a 45 clip when 
I blew for him to move over. When we passed 
my man was extremely pleased that he had 
passed his friend and I will say that he is the 
happiest man in our town tonight." 

After a Good Hard Fight 

THE Fulton Auto Supply Company. Atlanta, 
Ga., dealers reports that it sold four cars — 
one coupe, two torpedoes and one touring car — 
besides assigning a five-car agency tentatively 
on Thursday, Feb. 29. 

"Allow us to advise," writes the Fulton Auto 
Supply Company, "that these cars were all 
sold in close competition and after a good hard 
fight which has been on since the automobile 
show here." Which shows that good hard 
righting is profitable. 

Bridgeport, Conn., came within an ace of 
buying a car on the 29th from The Erwin M. 
Jennings Company, but it came a day too early. 
Mr. Jennings sold a car on the 23rd also. 

Fred P. Warren, San Antonio, Texas, dealer, 
closed two deals on the extra day. One sale 
was interesting because of the fact that Mr. 
Warren did not know the man was contem- 
plating the purchase of a new car and several 
times when Mr. Warren had talked with him 
he had expressed no desire to change from his 
Hudson tourincr car which he had owned for 
over a year and which had given him perfect 
service. "The Hudson disease seemed to have 
attacked him during the day," writes Mr. War- 
ren, "and he came in and drove out a new 
four-passenger car, showing that once a Hud- 
son owner, always one." 

Jack Urady Refused to Watt 

THE J. H. Brady Auto Company, Detroit, of 
which Jack Brady is the moving spirit, sold 
four cars for the extra day. One was a coupe, 
the others touring cars. He got the orders by 
subtly refusing to let the prospects put the mat- 
ter off. "We insisted on a few of our pros- 
pects giving us their orders on this particular 
day instead of holding off until some future 
time, in order to make as good a showing as 
possible under severe weather conditions," is 
the way Mr. Brady sums it up. 

Walter Wood, Marietta. O., sold a New 
Self-Starting Hudson "33" to an owner of a 
1911 car. At Portland, Me., it was the birth- 
day of President A. F. Harmon, of the Har- 
mon Automobile Company. 

The Crim-Bronner Auto Company. Utica. 
N. Y., completely crimped the life-o'-trade 
with pulling across three orders on the extra 
day. J. F. Brockaway, George Hovey and 
A. M. Northrup being the "proud owners of 
these cars," as Mr. H. D. Crim puts it. 

Spear Makes Record Day 

TWO sales in New Hampshire of a single 
line of automobiles on one day are ex- 
ceptionally good and that was the record set 
by the Manchester Auto Garage, of which 
William C. Spear is proprietor. There was 
eight inches of snow on the ground and dem- 
onstrations were made against odds, but they 
got the orders just the same. 

In Buffalo the sale of a torpedo was closed 
by the Barrett Motor Car Company. Dr. C. 
W. Moore and Louis Ramstead bought Hud- 
sons of the Mutual Auto Company, Duluth, 
Minn., Thursday, the extra day. 

W\ Arthur Latham, the Hudson dealer at 
Kankakee. 111., closed three orders on the 
29th, putting forth strenuous efforts to make 
it a banner day. Writing of the feat the next 
day he expressed optimism on the year's busi- 

Julius I. Peyser was the Washington man 
who purchased a Hudson of the Storm Motor 
Car Company, Washington, D. C, on the 
extra day. 

Rowe & Huffaker saw the productivity of 
their vigorous circular letter campaign in 
landing two orders on the 29th. It was their 
record day for February. Mrs. Anna Arm- 
strong bought a Hudson torpedo model, of 
the Hudson Sales Company. Los Angeles, 
on the extra day, but the sales that day were 
nowhere near in proportion to the record of 
over 300 cars with which Manager H. L. Ar- 
nold and his men will wind up the selling sea- 

And thus the sales piled up throughout the 
"Big Family." Apparently the extra day was 
well used, but up to the present writing totals 
for the day were nowhere near possible. 

The fact that the decision to get the orders 
usually gets them is shown by those totals 
that have come in. 

The Spirit That Wins 
And That Which Fails 

A certain Hoosier was fond of telling of 
a thoroughbred horse he said he 
owned. He would tell of wonderful 
rides on the animal and would dis- 
course upon the intelligence of the horse. He 
told its fine points, its lack of blemishes and 
its plain and fancy gaits. 

As a matter of fact he never owned a piece 
of horseflesh in his life, but he never ceased 
to bring up his imaginary thoroughbred 
when there was an opportunity. 

He told the story so often that it seemed 

that he was beginning to believe it himself 

to the extent that one spring morning, the 

story runs, a friend found him in an Indian- 


apolis harness store buying a saddle and bridle 
for the horse that didn't exist. 

Philosophy in the Story 

HP HERE'S some business philosophy in that 
story. For too many heads of businesses 
pessimistically persuade themselves that busi- 
ness is poor, when in actuality it's good. The 
constant lack of confidence in the condition 
of business reflects itself back on their own 
business in the shape of zeros on the sales 

It all simmers down to lack of enthusiasm. 
Some may say that enthusiasm is a pretty hard 
thing to generate at such times. 

But it must be remembered that a man has 
got to be a good actor to succeed in personal 
salesmanship in this day and age. He has 
got to act prosperity and enthusiasm, for half 
of success is looking it. 

F. R. Kennedy, proprietor of the Royal 
Automobile Company, Hudson distributors at 
Chattanooga, Tenn., in a letter he wrote the 
factory recently said: 

"The prospects are coming in fast every 
day and I am going to land some of them 
within the next five days, and a large number 
of them." 

It is that spirit which wins in spite of any 
odds you can put up against it. It is the 
plain old-fashioned brand of determination 
backed up by plenty of optimism and enthus- 
iasm. Mr. Kennedy will pull down the orders 
because he has determined to. 

The Opposite Situation 

HP HE branch manager of a western whole- 
* sale house last fall told a friend of the 
writer's that business was slack. He believed 
it was slack and he consequently let up some- 
what in his fight for the orders and it was 

It was scarcely a fortnight before his office 
was filled by a man overflowing with enthus- ', 
iasm. The old manager was removed. Within 
a month the new man's optimism, with his 
constant inference that business was good, be- 
gan to shoot the sales barometer up. He be- 
lieved it himself and he worked hard to get 
the bulk of the business for that reason. The 
result of his hard work was an abundance of 
orders. That eastern branch office is pros- 
perous today. 

The wholesale house has put the old branch 
manager down as a "pessimist who couldn't 
get the business." Which was a correct anal- 
ysis of the man. 

Vet a man of no greater business-getting 
power had outstripped his record simply be- 
cause of a different mental attitude. 

Set Yourself a Task 

THE Henley-Kimball Company, Boston 
distributors, works on a task basis, and 
is one of the most successful retail automo- 
bile concerns in the United States. 

Four men of the organization do the selling. 
The first of each month they decide on a task 
for each for that month. For March, as an 
instance, they have determined to sell 9 cars 
each — a total of 36 cars at retail. 

March 1, they sold 4 cars; March 2 to 9, 
during the Boston Automobile Show, they 
sold 13 cars on the task basis. With almost 
3 weeks of March left they had sold over 
half the cars their month's task called for. 
In February each had 5 cars to sell, but the 
first days of February saw few sales. They 
knew they had to work hard to succeed in the 
task. By the end of February they had sold 
a total of 23 cars. The task basis pays. 

The "task" is merely giving tangible form to 
the spirit of determination. You have stand- 
ardized determination when you set yourself a 

And that's the spirit that wins. 

Digitized by 

in ui<ii uino. 



Two Great Selling Points to Present to Physicians 

A DOCTOR saved a life the other day 
because he had bought a New Self- 
Starting Hudson "33" five hours before. 
Dr. C. C. Goddard, Leavenworth, 
Kansas, received a call from the home of a 
patient a long distance away. The patient was 

Madison, Wis., that Dr. F. T. Bowman, one of 
the physicians to whom the Hudson dealers 
sold a roadster, had run his machine all winter 
in connection with his practice. The picture 
presented shows the physician's car making 
regular calls through the heavy, deep snow. 
Another of the photographs sent the factory 

back yard and we told you about it, the information 
would be worth nothing if you didn't use it — get the 
LISTEN TO THIS! The longest step ever taken 
when Howard E. Coffin built the Hudson "33," with 
1000 less parts on it and then put on a Self-Starter 
and tires that can be changed in a minute. Think of 

We could tell you the reasons why, but our repre- 
sentative will call on you in a day or two, and having 
made to you a statement which, if not proven, would 
ruin our reputation as honest dealers and representa- 
tives of hone9t Manufacturers we know where we 
stand and can prove up every word and statement we 

Our representative is thoroughly familiar with prac- 
tically all designs and constructions of automobiles 
and is paid to tell you what he knows — though the 
information costs you nothing, you will find them 
''Dollars and Sense." facts and a valuable asset to 
you in your selection of your Automobile. 

Tie up your dog — and let our Mr. come 

in and talk to you. 

Very truly yours. 


XOTE. — This letter is to be sent a day or two be- 
fore Salesman calls and should help break the ice. 
Last sentence should be changed to suit individual, 
to whom letter is addressed. This can be used as a 
personal letter from Salesman before he calls. Get 
their confidence — then sell. 

A Graphic Picture— Story of the Usefulness of the Hudson to Dr. Bowman, Madison, Wis. 

almost at Death's door. He was dismayed when 
he learned that there was no train for 14 
hours to the town which was south of Emporia, 

But five hours previous to the call he had 
purchased a New Self- Starting Hudson "33." 
He decided to make the race with Death in 
his new car. He jumped into his car, set a 
good pace over the Kansas roads and reached 
the bedside of the patient in the nick of time 
and managed to pull the sick person through. 

Coincident with this occurrance came the in- 
telligence from the Ritter Auto. Company, 

by the Ritter Auto. Company is not clear 
enough to bear reproduction on paper, but it 
is the most striking of the photos received. 
It shows Dr. Bowman's car plowing through 
the snow at a rapid clip. 

Both these incidents are valuable to you, if 
you have any physicians on your prospect list, 
and no doubt you have. For these two in- 
stances not only prove the value of a physi- 
cian's owning an automobile, but they demon- 
strate the reliability of the Hudson. Use these 
points on your physician-prospects. Unused 
they won't do you any good. 

Do You Read Motor Papers ? 

MEMBERS of the Big Family can 
help us in distributing our ad- 
vertising appropriation. We want 
to know if you read the automobile 
trade and class papers, and if you do, 
what papers you read. Do you read 
them regularly and what do you think 
of their value in advertising to pros- 

pective buyers of cars? 

We especially want to know if our 
dealers and other automobile dealers 
read automobile papers. Please give us 
your opinion in a special letter and it 
will be greatly appreciated by the Hud- 
son Motor Car Co. Address Advertis- 
ing Department. 

145 Live Prospects From Circular Letters 
And a Special Display of Cars 

comfortable, quiet place to see the car and its 
great advantage. 

Besides this we showed several hundred 
others the simplicity of the car — its advanced 
features and gave everyone the "glad you 
came — come oftener." 

Our follow-up letter system pulled the live 
ones in and helped us to a great extent to 
weed out our prospect lists. We consider 
circular letters constant pushers toward the 
dotted line — often working while we sleep. 
They are a great aid in building up the neces- 
sary confidence. 

Below is one of our follow-up letters: 

Dear Sir: 
If there was $1,000,000.00 in gold buried in your 


By DICK Y. ROWE, Rowe & Huffaker, Jackvonsille, 

FOR eight weeks during the cold and 
dull season, when other dealers here 
were not even talking cars, we put on 
a 'Hudson Display" in the best store 
building — a large room just vacated by the 
Farmers State Bank & Trust Co., — a Coupe, 
Touring and Torpedo in a neat, attractive set- 

By the use of a hot circular letter campaign, 
one mailed every Friday night or Saturday 
morning, we got 145 live prospects; 34 per 
cent of our mailing list on our card index; into 
this Salesroom to get acquainted and in a 

Hudson's Feat off 
Strength in Lincoln's 
Big Snow Storm 

By H. H Dillon, Lincoln, Neb., Distributor 

HERE is one on a coal wagon driver and 
a big team of mules. 

Today one of the Geo. Voss Coal 
Company's big wagons, with three tons 
of coal aboard was stuck while trying to pull 
through a big snow drift. The mules are the 
Voss Co.'s star pullers and much heavier than 
the average team, so the driver for some time 
couldn't believe that he was really stuck. 
After the mules had strained and tugged with- 
out even budging the load and I sent a "33" 
touring car to the rescue. 

Our intention was merely to hook on ahead 
of the mules and assist them. However, the 
driver, mad clear through — after noting the 
fast gathering crowd — said loudly with a ma- 
licious smile: "Now, the mules won't work 
behind the car. Pull her out alone." 

Then with a knowing wink to the spectators 
he quickly unhitched the team and put it right 
up to us. While the wagon was being tied 
to the car with a heavy chain (our tow rope 
would not stand such a strain) the crowd 
began speculating upon our chances to make 

Bets were offered — excitement ran high. 
Suddenly the motor began to "talk" and the 
slack in the chain slowly pulled out. Buzz ! 
the chain grew taut — the heavy wagon 
groaned, moved a trifle and lurched back into 
the snow deeper than ever. Jeers from part 
of the crowd : silence from the rest. 

Now it was the Hudson driver who wore 
the malicious smile and winked knowingly at 
the crowd — he was only feeling out the load 
and giving the chains a little stretching. 

Buzz ! and again the chains tightened. 
Burrrrr ! the snow flew and the coal wagon 
groaned, creaked, cracked and then fairly 
plunged out of the drift. 

The Hudson got away so quickly and had 
that coal wagon careening down the street so 
fast that the onlookers hadn't time to get their 
hands out of overcoat pockets to applaud — 
which they did later on most heartily. We 
gave that coal wagon the ride of its life and 
I think much faster than it ever went before, 
unless perchance the star mule team has run 
away with it when empty and at a time when 
the going was better than today. 

A great many people will remember Lin- 
coln's big snow storm, a coal wagon, a team 
of mules 0$tte§ctt>y%J©O 


(—Analyze Your 
Money - 

usiness For 

"Short Cuts"— 


i(f f OW much for this nut" called out 
the helper in a bicycle repair shop to 
his employer in the back of the shop. 
"Three cents. It's for a 'bicycle, 
ain't it?" came the reply. 

* 4 No, its for an automobile." 

"Charge him fifty cents then." 

You've heard this story, very likely, dozens 
of times. It was current as illustrating the 
prices charged a few years ago. The worst 
part of it is that it indicated a condition that 
was not in the least exaggerated. As a matter 
of fact that period of overcharge is not en- 
tirely past, for there are dealers, sad to relate, 
who still regard the automobile owner as be- 
ing legitimate prey. 

It gives an excellent text for a sermon in 
which to point out why many in the business 
do not succeed. While they get big prices 
they don't seem able to make their income ex- 
ceed their out go and that is why they are 
constantly lamenting the poor business they do. 

Let's turn this condition end for end and 
suppose that the grocer, the clothier and other 
dealers whom the automobile dealers must pat- 
ronize would raise the prices to him just be- 
cause he were in a business that is reputed 
to be immensely prosperous. 

That automobile dealer would soon look up 
other merchants. 

fifote Character of Treatment 

¥ OOK about you at the character of treat- 
*-* ment the average automobile owner re- 
ceives from the average dealer and then judge, 
if you will, if conditions are much better in 
respect to the charges made than they were a 
few years ago when they told the story re- 
peated at the beginning of this article. 

But that type of dealer will say that ex- 
penses are so high that such charges are nec- 
essary. Here is a good place to apply the 
new sick business cure known as "Scientific 

Almost everyone is willing to agree that the 
government offices are horribly mismanaged. 
It is easy to imagine that the railroad com- 
panies are wasting a million dollars a day, as 
was claimed recently by an expert before the 
Inter-State Commerce Commission. We all 
know people in our own neighborhoods who 
are losing money hand over fist by their lack 
of attention to the little things, and to the 
wasteful way in which they operate their 

Conduct Households Wrong 

^VTE know people who don't even know 
w how to conduct their own households 
in an economical way. At least, I suppose we 
all know such people. I know many of that 
kind. Everyone with whom I have talked to 
upon the subject speaks of such persons of 
their acquaintance. 

All of us know any number of such in- 
stances, but have we ever sat down and looked 
over our own manner of running our own 
business ? 

Of course it may be necessary to charge 
enormous profits on the little things we sell 
in order to make up for the losses we sus- 
tain on other things in our business. But the 
thing to do is to find the leaks that cause the 
losses, stop them and then there is no neces- 
sity to have to over-charge the very people 
who make automobile business possible. 
Where the Snag Lies 

ONE of the big reasons — I should say — 
the big reason, for such losses is lack 
of proper superintendence. Men are put to 
work who are utterly unsuited to do the work 
assigned to them. An incompetent mechanic 
thinks he knows what repairs a car needs and 
proceeds to make them. He doesn't know. 

Often he tears down a motor, he puts in 
hours and hours of time doing the best he 
can do. 

When he has finished, the car usually is in 
worse condition than it was when he began 
on it. The car owner makes a howl. 

He refuses to pay and justly so for isn't he 
being charged for something he didn't get — 
improvement in his car? He doesn't regard 
the work as so many hours. What he was 
buying was an improvement in his car. He 
got something worse than he had when he ar- 
ranged for the work. Can you blame him for 
kicking at the bill? 

Get the Best Repairman 

IF you had a fine piece of goods which you 
* wished made into a suit of clothes and the 
tailor whom you commissioned to make the 
suit, instead of producing a garment that fit- 
ted, delivered a bungled and botched job, you 
would raise an awful noise. 

The cheapest man you can have about the 
place is the best repairman you can get. The 
salary you pay him is as nothing compared 
to what good he can be to you. Have a man 
who knows what is needed and you save such 

Another way to make money in the opera- 
tion of an automobile business is to always 
have repair parts in stock. Nothing helps so 
much in the sale of cars as to be able to show 
the prospective buyer that you have parts on 
hand to meet every requirement. Impress 
him with the fact that his car very likely will 
not need any such attention but that you have 

these parts on hand to be used promptly if they 
should be needed. No one wants to have his 
car laid up in a shop for days, often weeks, 
while awaiting the arrival from the factory 
for some simple part that should be on hand 

Carry Complete Parts Stock 

YOU ought to carry a complete supply of 
parts for the same reason that fire de- 
partments, consisting of trained men and ex- 
pensive equipments, are maintained in all 
cities to put out fires whenever a fire does 
break out. 

By having a stock of repair parts on hand, 
repairs are made quickly. By having the 
principal units in stock a great deal of ex- 
pense is saved. 

When a man has a noisy rear axle, or the 
transmission is giving trouble, or any other im- 
portant part needs attention, the best way, if 
it is serious, is to remove the defective unit, 
ship it back to the factory for credit, if credit 
is due, put in the new part and thus get your 
customer's car in service without delay. The 
factory can make the repair more quickly, do 
a better job and even with the freight added, 
at less cost than the dealer can do it for. 
We have better facilities and our men are 
trained specialists in the work they do. 

Think of this phase of the business and see 
if you can not recognize in the suggestion 
a way by which you can materially reduce 
your operation cost, increase your selling effi- 
ciency and thus make it unnecessary, figura- 
tively speaking, to charge fifty cents for a 
three cent nut, just because the buyer happens 
to own an automobile and to be your cus- 

Hudson Owners' Opinions 



El Paso, Texas. 

I AM like a youth who has the habit of falling in 
love, only this time it happens to be a car with 
me. I am as insane about it as a 17-year-old boy 
over his first girl. 

I expect nothing but the best from it. It is my 
tenth car, all the others being different makes, and 
I am getting sincere pleasure out of this car. 

The engine purrs like a kitten, and it has the 
strength of an Ajax. I rather feel that my experience 
of eight years with cars has put me in a position to 



The Villaesensa Co., Tucson, Arizona. 

UP TO the present time, the Hudson "33" which 
I bought on September 26th, 1911, has given me 
the best of satisfaction, and it has not cost me 
any more than what I have to pay for gasoline and 
oil. I have up to this writing driven my car 2,700 
miles, and the engine is as powerful today as the 
first day I took the car out. 

The road to which I have placed the car is the 
roughest around Arizona, being hilly and full of 
rocks, but all vou have to do in this case, just press 
the foot throttle and the car will do the rest. I have 
not found a hill steep enough to give the car a test, 
or in other words, in all my driving, there has not 
been a hill high enough, that the Hudson would not 
go over it easily every time. 

I am satisfied, and if I should buy another car I 
would buy a HUDSON "33" every time. I wish that 
every buyer of a car would look at the Hudson and 
consider the material as well as the standing together 
qualities that the Hudson has. 

I have gone over pretty high bumps at the rate of 
twenty or twenty-five miles an hour, and to my be- 
lief a car heavier than the Hudson "33" would de- 
molish, and it would give a little trouble to get the 
pieces together. 

I have always been a Hudson booster, and will 
continue to be one, as long as I live. The Hudson, 
to my opinion, is the only well proportioned car for 
Arizona, roads, the wheel base is just right and also 
the weight. 

I have made from 150 miles to 175 miles in eight 
hours, driving at an average of twenty-five to thirty 
miles an hour for four hours, and the motor does 
not even get warm enough to fill it. I shall be glad 
to recommend the Hudson to anyone in the market 
for a good car. 


Chief Engineer, The Plaza, New York. 

I DOUBT very much if I can find words to express 
my enthusiasm over my Hudson, and judging from 
the performance of the car, and the kind and cour- 
teous treatment which I have received from your 
New York as well as your Brooklyn agents, I feel 
absolutely confident that my views will remain the 

I have notified your agents in Brooklyn, where I 
reside, that at any time they have a prospective cus- 
tomer who is in doubt, I will be more than pleased to 
weld the convincing link. I think the last asserttion 
of mine speaks volumes in itself, and clearly defines 
my decision in regard to your product. 

Byron Brown's 

Advertising Idea 

By BYRON BROWN, Brown Motor Company, Plain- 
view, Texas. 

WE have a rather novel way of induc- 
ing people to come to our store and 
it is not causing hard feelings 
among our competitors, but it is 

Our experience in the smaller Texas towns 
teaches us that it is best in the garage busi- 
ness to feature certain articles in our adver- 
tising at a very reasonable price. This induces 
owners to come to our store and in that way 
we make their acquaintance and broach the 
subject of a new car when the opportunity 
presents itself. 

Such articles are sold at a very close mar- 
gin and are the best quality we can buy. 
We do not expect to make a great deal of 
money out of the supply line, but use it as 
an advertising scheme and an introduction to 
those we have not met. 

For instance — gasoline sells at 20 cents per 
gallon. We have printed a coupon book of 
28 coupons selling for $4.90, each good for 
one gallon of the best gasoline in town. This 
brings the price per gallon down to \7 l /i cents 
per gallon with side- walk pump conveniences. 

We get cash for what we sell and we find 
that we have a chance to approach ever}' 
owner in town with something that interests 
him. We also sell high-grade lubricants for 
less than other dealers' sell cheap oil and 
greases and we sell tires and other accessor- 
ies, the same as do other dealers, but we 
do not expect to start a price-cutting cam- 

We have successfully utilized the depart- 
ment store idea of offering "leaders" to at- 
tract a desirable clientele of prospective pur- 
chasers of Hudson cars. 

Digitized by 


Pnbluhed weekly by the Hudson Motor Car Co., in the interests of Hudson Distributors. Dealers end Salesmen. 

a Business and make it fay a Good Profit 

By E. H. Broad well, Vice-President, Hudson Motor Car Company. 

^^J 'HERE is a certain business institution 
f ^j which up to a few years ago was in- 
^e^ creasing its annual volume of business 
in just about the proportion that the popula- 
tion of the country grew. It was a manufac- 
turing concern. 

But it had a good product. It had a good 
force of salesmen. It had a large factory 
which could easily produce a 50% greater out- 
put with only the additional expense of labor 
and materials, because the overhead expense 
remained the same even though the factory 
worked to capacity. The insurance, depreci- 
ation, interest on the investment, executive 
force's salaries, salesmen's expense, taxes and 
other like items would remain the same with a 
50% greater output. 

The increased output would be almost all 
velvet. But the concern couldn't sell the 
needed 50% increase. The head of the con- 
cern was in a quandary, for he realized that 
any bad year would pretty nearly put him out 
of business, for depreciation, insurance, 
taxes, idle machinery, salaries would eat up 
far more than the volume of business, if it fell 
off say 50%, would yield in profit. 

It was merely a situation which comes to 
pass in every business, wholesale or retail. 

Hit on the Task Idea 

BE analyzed his proposition and decided 
he had to sell more goods. But he did 
not dare increase the number of salesmen. 

So he reasoned it out that each salesman 
ought to sell more goods. If he could get 
each man to increase his sales by calling on 
new merchants or by co-operation with old 
merchants, or some such plan, then he knew 
the business would be on a safe footing. 

He went over each salesman's business for 
the year. He saw how much goods each ter- 
ritory purchased. He consulted the census 
records, learned the population and wealth of 
the territories. Then he took the best terri- 
torial record as an example. On a basis of 
community wealth and population he worked 
out a selling schedule for every territory — the 
amount of goods each territory ought to buy 
in a year. 

Then he divided it by 12 and he had the 
amount of goods every salesman must sell each 
month — for this business had a year 'round 

That was made the monthly "task" of each 
salesman. It was called his quota. Salesmen's 
salaries were to be adjusted on whether or not 
they fell below, equaled or exceeded their 

Hob) the Idea Worked 

C—f T the annual sales convention the plan 

3 I, was announced. With facts and figures 

the salesmen became sold on the idea. They 
agreed it ought to mark an epoch in the busi- 
ness. And with the goal set for each man, 
they went at it hammer and tongs to beat their 


Then figure out how many cars it is neces- 
sary to sell to make the profit you want. 

Then take your list of prospects. With the 
salesmen's assistance, check over names of 
prospects who may or should purchase their 
car this month. That will give you a fair 
average on what you can sell. Split the num- 
ber among the salesmen, in accordance with 
each man's abilities. 

It may be 5 cars, or 4 or 3 or 2 for the 
various salesmen. 

But give each man a quota or "task" — a defi- 
nite number of cars he must sell. Impress 
upon each man the fact that he is expected to 
sell that number — that he may not, and 
probably cannot, sell them by waiting for the 
purchasers to come in. He will have to go out 
after the prospects. He may have to use 
various methods, suggested in previous issues 
of the Triangle, for digging up prospects. 

The End of Haphazard Wor% 

KE may have to figure up schemes to pull 
the orders across. He may have to put 
in some hard thinking, some equally hard 
work, in landing his quota. But the instant 
he does equal his "task" he has become doubly 
valuable as a salesman. 

If he falls below his task a few times, his 
services are not profitable. 

But if he has the stuff in him, the making of 
a good man, he'll equal the "task" he accepted. 
For he now has a target. Haphazard work is 

((Continued 2nfl 

Digitized by 

Page. 1st Columns 



Ironically, This Is Tough 

yj^R. A. TRABALD, of the Atlas Motor 
111 Car and Supply Company, Hudson 
^*^ dealers at Johnstown, Pa., finds that 
repairs on the New Self-Starting Hudson 
"33" are so tiny that he confesses that were 
he to eat soup on Sundays only, the volume 
of Hudson repair business would not yield 
sufficient profit to salt that soup. 

We sympathize on the unsalted soup sit- 
uation. But this is one of the times the 
Triangle is glad that occasionally the life-o'- 
trade — competition — sells a car. For that is 
the only way that Mr. Trabald can get a re- 
spectable volume of repair work, as* he frankly 
states in his letter: 

"Regarding sending our head mechanic up to your 
factory, wish to say that we do not think it necessary 
to learn about Hudson cars construction, as we do 
not earn enough from repairs on these dozen of Hud- 
son cars in use here to pay his fare one way. 

"Looking over our repair work books we find that 
during the two years tnese cars have been in use 
here! we only put on one new fender and straight- 
ened one front axle for a man that run his car acci- 
dentally into a fence, another time we had an account 
on a car where the owner neglected to light up his 
lights and missed the road, ran over an embankment; 
the machine turned turtle twice; this amounted to a 
new windshield and a new steering wheel. 

"Another account we have, we put in two plys of 
springs and grinding two valves, several accounts 
we have for cleaning a magneto; as far as we know all 
repairs made on these Hudson cars here have been 
made at our shop. You can see yourself that if we 
had to live on the earnings coming from Hudson 
repair work, we would not be able to buy salt for 
our soup on Sundays. 

"We are very busy repairing and rebuilding some 
other makes of cars, and: if you will think over the 
above statement for a minute you will admit thai we 
are preity near right." 

Incidentally it might be suggested that 
the utter absence of repairs can be made to 
sell a lot more Hudson cars, properly pre- 
sented to prospective automobile pur- 
chasers, which we presume is being done 
daily. Why care about repair work, at all? 


(Continued from Page 1.) 

The "task" idea has always been a success. 
The National Cash Register Company, Dayton, 
O., reputed one of the greatest selling organ- 
izations in the world, doing an enormous 
volume of business, owes almost its entire 
success to the "task" plan. 

The Burroughs Adding Machine Company, 
the Toledo Computing Scale Company, the 
Hudson Motor Car Company and innumerable 
other big institutions approve of and use the 
"task" system. When such minds as those, 
being the biggest business concerns in this 
country, find it the logical method of pro- 
cedure, then it is good judgment to think 
about it — to set yourself a "task," figure out 
how you can equal it, to scheme and think and 
work, until you've actually reached it. 

It is simply a way for each member of the 
"Big Family to make more money for him- 

Don't Ever Get Discouraged 

QAPOLEON said that the army which 
stays in its intrenchments is licked be- 
fore a shot is fired. 

The salesman or dealer who waits until the 
prospect walks into his store is in the class of 
the army in the intrenchments. So don't wait 
for the business to walk in. Get out after it. 

That will insure the success of your "task." 
Every one of us is ambitious, or we wouldn't 
be in the automobile business. Consequently 
when we see a system that will make more 
money for us — a system that has worked sell- 
ing miracles — the very ambition that is reponsi- 
ble for our presence in the automobile business 
is bound to make us grasp the plan. 

The installation of this "task" system in 
your business, in view of its wonderful suc- 
cess, is of greater importance than the vital 
necessity of keeping books. 

The Henley-Kimball Company, Boston, 
works on the "task" basis. Their task was 
5 cars for each of the four men for the month 

of February. Up to Feb. 9, fate seemed 
against them. Scarcely a car was sold. They 
knew it would be hard to equal the mark of 20 
cars they'd set, so they had to get out and fight 
for orders. 

The answer— 23 orders for February! 

Put your selling on a "task" basis. It will 
pay you well. 

"Too Much Sand 
in Clutch Already" 

9T one of the recent shows an auto- 
mobile man told a humorous story 
on his own company. Here it is: 

"Recently I received a letter from an 
owner in a small, out-of-the-way place 
where we have no dealer. The owner com- 
plained that his car was not giving good 
satisfaction lately, inasmuch as the clutch 
had gone entirely out of commission. He 
was unable to take the car out of the garage 
with any assurance of getting it back again. 

"As we had a man nearby and the case 
seemed urgent, we immediately wired him 
to visit the owner as soon as possible and 
find out what the trouble was. 

"Upon arriving at the town, he looked up 
the owner, and inquired as to the nature 
and symptoms of the trouble. The mer- 
chant, who seemed a very nice sort of a 
fellow, replied that he kept the car at the 
town garage and they would walk over that 
way in a few minutes and look the car over. 
They soon arrived at the garage, and after 
looking the car over, our man started the 
motor and started to drive out of the gar- 
age in order that he might try it out on the 
hills nearby. As soon as the rear wheels 
dropped into the gutter, the car stopped, 
and in spite of the most careful nursing he 

was unable to drive the car either back into 
the garage or out of the gutter, as the clutch 
absolutely refused to take hold. 

"This seemed very strange, and after 
pushing the car back into the garage, and 
while removing his coat and getting into 
his overalls preparatory to pulling out the 
clutch, he asked the owner to tell him just 
the experience that he had had with the car 
and how long it had been giving trouble. 
The owner replied substantially as follows: 

" 'I had the car about three months when 
I noticed that it did not seem to pick up 
readily, although the motor was running at 
full speed. I was informed that this was 
caused by the clutch slipping and since I 
knew nothing whatever about a car, I 
brought it over here to the garage and asked 
the garage man to fix it up. He replied 
that he would do so, and that afternoon he 
called me up and told me that the car was 
ready. I came over and got in and drove it 
for about a week, at the end of which time 
the clutch was slipping as bad as ever. I 
brought the car back to the garage and said, 
"She is slipping again." "All right, Mr. 
Jones," he replied, "I will fix her up this 

" 'He did so, and the next day I took the 
car out and found it working better. How- 
ever, the good results only lasted for about 
three days this time, and I was forced to 
again bring it into the garage with the re- 
quest that it be worked on again. Before 
going back to the bank, I asked the garage 
man what he did to make it hold so well 
before. "Well, Mr. Jones," he replied, "I 
removed the plug from the clutch housing 
and put some sand in." 

"'"Well," I said, "put some more sand 
in." He took the plug out of the clutch 
housing, and after taking a look, turned 
to me and said, "I cannot* Mr. Jones, it is 
full now." ' " 

Harnesses a Blizzard; 

Makes Storm Sell Cars 

Photo of the Idea That Sell* Can. 

eUY L. SMITH, the Omaha distrib- 
utor of the "Big Family," is taking 
advantage of the severe winter to 
show prospects the superior quality of the 
Hudson "33." 

The photograph shows Mr. Smith's Dem- 
onstrator plowing through snow, which was 
so deep that the running boards at times 
were buried in the drifts. 

On one morning after a severe blizzard, 
the traffic of the entire city of Omaha was 
tied up. Street cars were not running, and 
taxicabs were refusing calls. Mr. Smith 
got on the job in a hurry and ran his Hud- 
son demonstrator out into the residence dis- 
trict and took business men to their offices. 

These trips were kept up from seven 
thirty in the morning until about eleven 
o'clock, and altogether about fifty business 
men received a. convincing and unusual 
demonstration of Hudson efficiency. This 
progressive idea of Mr. Smith's created 
favorable comment on every hand, and won 
for him a good many prospects who had 
not seriously considered the car up to that 

Last week one retail sale was made that 
was traced directly to the blizzard demon- 
stration. Upon inquiry it was learned that 
Mr. Smith was the only dealer in Omaha 
who dared to take out his car on the day 

Digitized by 




A Letter That I* of Value to Automobile Dealer* and Salesmen — 

It Was Written by Sale* and Advertising Manager George E. Potter of the South Bend 
Watch Company to His Salesmen. 

>— • OU'VE got to Concentrate— 

CI You've got to stick to one thing at a time until you are its master, if 

K*P you want to rise above the crowd— 

And here is the proof — 

A few days ago I dropped into a local clothing store for the purpose of pur- 
chasing a hat. 

My purchase made, I was about to depart when the salesman directed my 
attention to a suit sale which was on. 

"Would I look at some of the extraordinary bargains?" 

"Yes, indeed, I would be glad to." 

And straightway he proceeded to lay before my attentive gaze the $30.00 suits, 
marked down to $22.50. 

"Ah, there is a nice looking brown/' I remarked — 

"Yes, and here is another dandy looker," said he — 

"No, it isn't a bad looking garment," I replied — 

"And here is another that would please you well," continued the salesman. 

During all this time I was thinking of that brown — it looked good to me — 

But my friend kept laying more and more garments before me — 

Soon my interest began to lag, and my friend noticed it, so he hustled over 
to another counter and began showing me one suit after another from that lot, 
saying some nice appropriate thing about each — 

And while he busied himself in this manner, I had been studying — I had deter- 
mined to go to a tailor and get a suit made just as I wanted it. 

Finally, I told him I would wait and think the matter over — 

But, of course, I was not to get away so easy, and when he saw that he could 
not land me, in some manner, unknown to me, the star salesman of the house was 
signalled, for he came up, spoke to me and told my well meaning friend that he 
was wanted on the phone. 

Presto— Changeo— I go to the mat with the star— 

And it took him about two minutes to see that I favored the "brown" — 

In another minute, he had me and the "brown" up by the front door clear out 
of sight of all those other nice suits my well meaning friend had laid before me — 

And then— he Concmntratmd ! 

He extolled the merits of the "brown"— he showed me its weave— he tried it 
on, and it was a fine fit— he told me the name of the maker, Hart, Schaffner & 
Marx, who guaranteed its wearing qualities, and didn't I realize that I could not 
pick up such a bargain soon again — in fact, didn't I think it was the best buy I 
had seen in a long time? 

Why, of course, I did— it was the one I wanted all the time anyway and he 
could send it right down to the house. 

Simple enough, wasn't it? 

But the first man couldn't see it — 

He knew I was slipping away from him — 

But hm didn't know that it warn bmcaumm hm warn showing mm so many softs, onm 
aftmr thm other, that I couldn't mahrn up my mind on any onm of thmm. 

Men, when you are talking any particular article, keep your customer's mind 
and eyes away from all mavm thm onm you want him to bay. 

You can't sell them all to him at once — 

And as you make each point, give it time to sink in and then make him admit 
Knock the props out from under him — 

And then see that you get him for the big ordmrt. 

This is one of the most essential things to good salesmanship- 
It is one of the big things which you men have got to be continually bringing 
into play if you are going to be real salesmen or just plain order takers. 

-SERVICE Short-Cutr 

Superintendent of Repairs, Hudson Sales Company, Los Angeles 

^^VELATIVE to an article of interest to 
|^# those in charge of the maintenance 
AsL part of it, I might write on the care 
of valves and valve action. It should be 
borne in mind that cleanliness is the key- 
note to success in the Repair Department. 
I might say right here that from my own 
experience, I find it costs less to keep a 
place clean than otherwise. Besides, it is 
much more pleasant to work in such a place, 
not to speak of more healthful. All of these 
things as well as order, go to make up ef- 
ficiency. This one thing we must demand — 

In the first place it is necessary that 
valves be removed with care, so as not to 
bend their stems. Now that the valves 
are removed, place them in the lathe, to be 
sure that they are not warped out of shape, 
which is sometimes the case, owing to pos- 
sibly a bit of coke (carbon) being lodged 
in the seat, which might cock the valve for 
a few times, thereby bending the stem at 
the valve head. 

This is due sometimes to a valve being 
overheated by not properly seating and al- 
lowing the fire to blow by and thus burning 
the seat. This may be caused also by hav- 

ing push rods adjusted too closely. While 
valves are a trifle more noisy if there is a 
space of four or five thousandths between 
the push rods and valves, you will find you 
will have less trouble with burned seats 
and leaky valves. 

True Up the Swats 

DOW that we have the valves straight, 
it is sometimes necessary to true up 
the seats in the lathe. Care must be exer- 
cised not to remove too much of the valve, 
because you are going to do this same job 
over again in the course of ten or fifteen 
thousand miles, and you will need material 
to work on next time. 

I would advise chucking the lower end of 
the valve in your universal chuck, provid- 
ing it is absolutely true, and placing the 
other end in the center provided for such 
purpose, and which is always true when it 
leaves the factory, but if it is not found to 
be true, it is absolutely necessary that you 
true up same. Most any ordinary mechanic 
can do this by exercising a little judgment 
and skill. 

To true up the seats I have made a man- 
drel to fit the valve pilot, as this is what de- 
termines the seating of the valve. To this 
pilot I have attached an ordinary left-hand 
45 degree Brown & Sharpe milling cutter, 
2J4" diameter, and have ground off the 
points until the diameter is a little under 
2", which will just allow it to go into the 
valve opening. 

Before using this tool it is necessary to 
use an end scraper to remove the scale 
from the seats, otherwise you will soon 
knock the edge off your cutter. Now five 
or six turns of this tool will make a per- 
fect seat, and often times it is scarcely 
necessary to grind them at all. 

Don't Use Too Much Abrasive Material 

>rtHERE grinding is necessary, great 
vl/ care must be exercised in the use of 
the abrasive material not to use too much. 

Care must be taken to put the abrasive 
on the place to be ground only, and not 
to get it into the pilots, as once into the 
pilots, it is impossible to get it out of the 
pores in the cast-iron, and once in the 
pilots it will ruin the valve stems as well 
as the pilots. There have been hundreds 
of motors ruined in this manner, owing to 
the fact that the mechanics in charge of 
this work have been careless in using their 
grinding material. 

Now that the valves are ground, apply a 
little blue, the same as you would to spot 
up a bearing, using it first on the valve and 
then on the seat in the motor. In this 
manner you can prove just what kind of a 
seat you have and I will venture to say 
that 99 times out of a hundred you will find 
them perfect. 

Now Replace Them 

QEXT, we have to replace the valves. 
This also must be done with care so 
as not to bend the stems. Otherwise, we 
will have a leaky seat, and be no better off 
than before. To replace the springs we use 
two pieces of steel about one-half inch wide 
and two inches in length, with about one- 
quarter of an inch at each end turned at 
right angles; then compress the spring and 
place one of these pieces at each side of the 
spring; put the spring in place over the push 
rod; and then insert the valve, putting on 
the lock retainer. Then remove the two 
steel pieces and the job is done. The re- 
placing of the valves is done with the hands 
alone; consequently, nothing is going to be 
sprung out of shape. In the replacing of 
the valve covers, we always anneal the gas- 
kets to insure a tight joint. This applies 
to new gaskets as well as old ones, also to 
spark plug gaskets. 

Remember that cleanliness is a great fac- 
tor and is the key-note to success. 

Digitized by VjOOQ LC 

Dealers Who Seized the 

ain Chance 

President J. C. Schwartz. 

)^HE home port of the World's Chatti- 
ly ^J pion Athletics is Philadelphia. 
^^^ Yet Philadelphia's reputation in 
these United States has been pretty well 
established by the earliness of its curfew. 

But being only 100 miles away from 
Broadway, it is undoubtedly a fact that the 
Pennsylvania city won its early bedtime 
laurels by contrast. It seems, however, 
that Broadway is wrong and Philadelphia 
is right, inasmuch as the Athletics scalped 
the New York Giants in acquiring the 
championship. We all know that the next 
day's work begins the night before. 

If you keep the curfew reminiscences in 
mind when you enter Philadelphia you have 
put yourself in store for considerable shock 
when you meet the heavyweights of the 
automobile business there. 

Down Broad Street's automobile row you 
will find what is probably the most beau- 
tiful salesroom in Philadelphia. If you 
happened to walk into the store as a pros- 
pect you would be completely swept off 
your feet by the enthusiasm and eagerness 
to make you the owner of a car. 

By the time you had finished the inspec- 
tion of cars, been talked with and admired 
the superb surroundings, you would be will- 
ing to choke the early curfew yarn to death. 

The Why of This 

?~~|'OU would have decided, as did the 
^•F writer, that whatever else was true 
Philadelphia has one of the most beautiful 
salesrooms in this country, and that the or- 
ganization in it and behind it is as dyna- 
mic, energetic and wide-awake as the best 
in these aforesaid United States; that the 
life-o'trade must get up early in the morning 
to steal any marches on your Philadelphia 

That there is no other place in the coun- 
try, population and wealth considered, 
where they knock down the orders with any 
greater celerity than here. 

We cannot help thinking of the way the 
championship turned out for the Athletics 
when we consider our visit to Philadelphia. 

For your "Big Family" relatives in the 
home port of the Athletics are there — from 
every point of the compass. 

They are President J. C. Schwartz and 

J. E. Gomery, treasurer of Gomery-Schwartz, 
the Hudson distributors for that territory. 

They are two good, hard-headed substan- 
tial business men who have applied princi- 
ples that won for them in other businesses, 
to this commercial pursuit — and their suc- 
cess has been huge. For they are two 
heavyweights in business. 

Mr. Gomery Buys a Roadster 

IT was back in 1909 that Mr. Gomery's 
purchase of a roadster in New York 
set him thinking on this automobile busi- 

That evolved itself into Mr. Gomery and 
Mr. Schwartz being persuaded to open up 
in the automobile business in Allentown, 
Pa. Finally the Philadelphia territory 
opened up and they invaded the Quaker 
City, with excellent results. 

It was in August, 1910, that their business 
judgment showed them the possibilities of 
the Hudson. Their seizure of the Main 
Chance followed. 

You may judge what success has attended 
the business when we tell you that the in- 
creased volume for this year over last will 
be 50 per cent and the profits equal. 


One Sound Business Principle 

i^TT^'D starve before I'd sell for a cent 
^JL^ below list price" is the emphatic 
way Mr. Gomery puts one of the strong 
business principles that have been applied 
to the selling of Hudsons. 

He puts it this way to salesmen: "You 
may ask me once to make a concession and 
I shall refuse — you can ask me twice and I 
shall fire you." And that view of the sit- 
uation goes net. 

The firm has branches at Allentown and 
Wilmington and the Gomery-Schwartz 
Company has a number of dealers also. 
From all of these, including the main store 
.in Philadelphia, deliveries of 300 New Self- 
Starting Hudson "33's" will have been made 
when the spring selling season is done. 

Are Big Business Figures 

IflR. GOMERY and Mr. Schwartz are 

\1£ big figures in Allentown, Pa. 

Mr. Gomery nonchalantly purchases tons 
upon tons of produce there and then sells 
it. In the middle of a conversation he is 
likely to buy a couple of carloads of or- 
anges and a ton or two of lemons. Then 
he'll go on without missing any of your 
conversation. He is known as one of the 
best buyers of produce in Pennsylvania. 

Mr. Schwartz, besides being in the ice 
and coal business— he gets the money going 
and coming, winter and summer — owns the 
biggest hotel in the Lehigh valley, which is 
considerable distinction in itself. In addi- 
tion he gives attention to the Allentown end 
of the business and spends several days a 
week in Philadelphia. 

Close Attention to Business 

fff R. GOMERY keeps in close personal 
>1< touch with the business in Philadel- 
phia. He closely supervises the selling end 
and often closes sales himself for his men. 

The other day a man came from Atlantic 
City* to Philadelphia to buy an automobile. 
The Gomery-Schwartz salesroom was vis- 
ited, after he had called at several others. 
Illustrating the absence of leaks in that or- 
ganization is the fact that just 15 minutes 
later he had become owner of a Hudson, 
which he took home that afternoon. 

The week before last eight deliveries 

Treasurer J. E. Gomery. 

were made from the Philadelphia store and 
during a portion of the same week, 7 sales 
had been made. 

The service department of the organiza- 
tion is well-enough equipped to build cars. 
It is kept spick and span at all times. It is 
excellently lighted and working conditions 
are good. A large supply of parts is kept 
in stock always. 

She Car's Staging 

i^\HE Gomery-Schwartz salesroom is a 
^^y mighty good investment, for its beauty 
and absolute spotlessness command an im- 
mediate respect for the goods that are sold 

All the woodwork is Mexican mahogany 
and against the light walls and ceiling, set 
off by the softened lights, it is a lesson in 
salesroom attractiveness. 

From day to day, the cars, which are the 
attraction-getting features of the store, are 
shifted around. One day you may find the 
white chassis in the window, the next day 
the roadster may be there, then a touring 
car of different color, then another colored 
torpedo, so there is always a new point of 
interest for the motorist. The constantly 
changing staging gives variety that is a 

The "Big Family" has got to congratulate 
its relatives in the Athletics' stronghold, for 
theirs is a remarkable business of good 
sound principles. 

Extra Day Sales 

Show Total Reports 
Nearly Sixty Cars 

^w^ITH reports in last week's Triangle 
|I| showing a total of almost 50 Hud- 
VEx sons sold on Thursday, February 
29th, the extra day of 1912, news con- 
tinues to reach the factory from distribu- 
tors and dealers telling of the sale of cars 
on that date. The total up to the week of 
March 18 amounted to close to 60 cars, with 
many distributors and dealers still to be 
heard from. 

Digitized by 


Published weekly by the Hudson Motor Car Co., in the interests of Hudson Distributors, Dealers and Salesmen. 

One Road That Made Li fe-V -Trade Give Up 

Jack McClelland, of the McClelland -Gentry Auto Company, Oklahoma City, Okla., distributor**, 
was pathfinder for the Oklahoma Trophy run. He found such tierce paths that his competitors with- 
drew their entries on the ground that Jack had discovered places that "would make a goat blush." 

The One-Man Business. 

Ths I 


Lord A Thomas, Chioago Advertising Agonoy. 

XKNOW a business that worried along 
a long time with a total yearly, volume 
of about $500,000 gross sales that 
might just as easily have been three times that 

Many conferences were held between the 
managing partner and his heads of depart- 
ments. But at none of these was a finger 
placed squarely on the real difficulty. 

A 'Brief Investigation 

XWAS invited to lunch one day, about a 
year and a half ago, with the active 
partner of the firm. There was no special 
reason why he should bring up business mat- 
ters, but apparently his head was full of it and 
it had to come out. 

He wanted to grow. But he had lived for 
years so closely within his factory and sales 
rooms that he knew little of the outside busi- 
ness world. And he had not the faculty of 
putting into the business the steam that he 
longed to see there. 

Leaving the cafe we went over to the fac- 

"Now make yourself at home/' my friend 
said. "I'll be with you in a minute." 

I sat down near by and kept my eyes and 
ears open. 

On the desk was a pile of unopened mail. 
The head of the house proceeded to open this, 

take out checks and orders, pin them together, 
mark letters for various departments, etc. 

While doing so he was interrupted every 
half minute by clerks, janitors, foremen, and 
others who had questions to ask about in- 
numerable details. 

Answers 'Phone Too 

OCCASIONALLY he would answer the 
telephone, either a private call from 
some part of the factory or from an outside 

Two 6r three times he left the desk to run 
up the stairs to the next floor, or down to the 

I had privately consulted my watch when 
he began the opening of the mail. It was 
over an hour later when he picked up a pile 
of letters and orders, stamped them with a 
rubber stamp, and came over to where I was 
seated, his forehead wrinkled between the 
eyes in a worry frown. 

"Well ! Now I'm ready for you," he said. 
"Lord ! I'm nervous and tired out these days. 
Don't know what's the matter with me." 

"What are you going to do with those?" I 
asked, indicating the papers in his hand. 

"Pick out the orders," was the reply. "I 
make it a rule to fill every mail order per- 

"And do you open all the mail?" 


"And buy all the pencils, and sawdust, and 
printed matter, etc.?" 


"And sign all the checks? And write all 
the advertising? And dictate most of the 
.fetters?. , And personally direct every detail of 
the business from basement to garret of this 
entire building?" 

"Yes," he answered, with real pride; "I do 
it all myself." v 

The Anstoer Was Easy 

CHE reader will have discovered the 
reason long ago. 

dimply a case of a "one-man business." 

Where the head of the house wasn't big 
enough, or experienced enough, or lacked 
sufficient confidence in his employes. 

So that every pitiful little detail of what 
might have been a big business was cramped 
and confined by the physical and mental 
capacity of one man. 

In this particular case I learned later that 
in trying to fill all the numerous mail orders 
this man, naturally, hurried to such an extent 
that orders were poorly filled. It was a prod- 
uct where the personal element was important 
and time and again goods were returned by 
dissatisfied customers and the order was lost, 
and also all the other orders that would have 
come through personal advertising by a satis- 
fied customer. 

At an early opportunity I took this man 
aside and told him the plain truth about his 
business. And just why the sales could not 
possibly grow beyond the limited capacity of 
one man. 

It was at first a great shock to his vanity 
and he was inclined to fear the result of 
delegating to others the numerous duties with 
which he had surrounded himself. But he 
did it. 

The Wonderful Result 

HIS factory, accounting department, and 
order department began running like 
well-oiled machinery. Each was in complete 
charge of an experienced man, at a good 
salary and on a profit-sharing basis over a 
certain volume of business. 

In his own private office — which was a new 
thing for him — he had a flat-topped desk 
which was perfectly bare of papers or other 
miscellany on the morning I called. 

"Oh, I leave that to Mr. ," he smiled, 

when I asked him about certain details. "I 
only look after the big features. Sort of sit 
up on the seat and drive." 

The result was that his business almost 
doubled in volume the very first year of the 
new order of things. 

This story fits to an amazing degree of 
exactness the situation of the automobile 
dealer who is doing too much detail — who is 
doing the work that should fall to the office 
boy, clerk, stenographer and other employes. 
He has no time for creative thinking — for 
concocting business-winning ideas — for con- 
ceiving plans that will land orders for his 
business. It is a good plan to sit up and drive. 

We Have Never Died of a Hard Winter Yet 


One of the Most Beautiful 

Show-Rooms in this Country 

This Is the salesroom of the G ornery -Schwartz Motor Car Company, Philadelphia, described in 
last week's Triangle. The woodwork, whleh is uniform throughout, is Mexican mahogany. The soft- 
ened light, achieved by the means shown, gives a beautiful night effect. It is kept absoluely spotless. 

Second - Hand - Car - Plan 

That Works In Denver 

By TOM BOTTERILL, Denver, Col., Distributor of the Hudson 

(There are lot** of very valuable business tips in 
Tom Botterlll's method of conducting the sale of 
car* In Denver. The matter below is one. This 
article is reproduced from Mr. Botterlll's statement 
to lils customers and prospective customers. If you 
adopt this plan you can utilize this article as a 
mean* of announcement to prospective buyers.) 

nEREAFTER we shall place our per- 
sonal guarantee on used cars as well 
as on new ones. We adopt this course 
because it seems a surer way to secure for the 
buyer a fair value, and for the seller a fair 

Used cars have suffered in public esteem, 
not because of faults in the cars themselves. 
but because of faults in the method of their 
sale to second owners. 

Brown's car has been giving him good ser- 
vice, and he supposes it is all right. 

Smith has no familiarity with cars, and buys 
Brown's, supposing it is all right. 

Both men suppose. Neither of them has 
taken the precaution to really know. 

Two weeks later it stalls on the road. Jones 
drives by. recognizes the car, and hastily leaps 
to the conclusion that second-hand cars are 
bad. Smith regrets his purchase. Brown sus- 
pects that he was lucky to get rid of it just 
when he did. 

As a matter of fact, the incident proves 
nothing of the kind. It only proves that there 
has been carelessness in inspection. No auto- 
mobile ever made is proof against gradual 
loosening of its adjustments through continued 
use. The trouble with Brown's car was simply 
that Brown had neglected to look it over and 
tighten its bearings when he should. Smith's 
error was not in having bought a used car. 
but in having bought a used car that had not 
been properly inspected. 

To stand between the seller who supposes 
his car is all right, and the buyer who sup- 
poses it is all right, is the purpose of our new 

Hereafter ?tr will sell no used ear that has 
not been thoroughly inspected and overhauled 
in our shops immediately prior to its being 
placed on our sales floor. But after such in- 
spection and overhauling, every car will be sold 
under our own signed guarantee, and we zvill 
assume full responsibility for its future per- 

This will protect the buyer from loss 
through defective condition. It will protect 
the seller from loss through unwarranted dis- 
trust of the car. 

A used car that is a good car should bring 
a good price, and with this element of doubt 
so removed, it will bring a good price. 

1 am proceeding without precedent, but I am 
doing what my experience fully convinces me 
is no more than fair and no more than rea- 


My friend, have you heard of the town of 

On the liankH of the Klver Slow, 
Where hlooniM the Wait -a- while flower fair, 
And I lie Some-time-or-of her HcentM the air. 

And the soft grow? 
It lie* in the valley of What's-the-tiRe, 

In the province of Let-her-Kllde; 
That old "tired feeling" in native there — 
II'h the home of the li*tle** I-don't-care — 

Where the Put-it-oflN abide. 
The Put-lt-offM *mile when asked to pay up, 

And they say "We'll do It to-morrow;" 
And no they delay from day unto day, 
Till death *idle« up and Meal* them away, 

And the creditors beg, steal, or borrow. 

Moro Roports of Salos 
on Extra Day of 1912 

DEWS of "extra day" sales of Hudson 
cars, orders secured on Thursday, Feb. 
29, the extra day of 1912, continue to 
come in and from indications furnished by- 
belated reports, the total sales for that day- 
were over 60 cars. 

Messrs. Yeazell and De Ville. the former 
members of the great National Cash Regis- 
ter Company organization, now partners in 
the Standard Motor Car Company. Dayton. 
O., saw an N. C. R. tang to the "extra-day" 
proposition and got out and made the Feb. 
29th produce an order for them. It was a 
maroon touring car. 

L. H. Parker, Shelbyville, 111., was the 
man to whom the extra day sale of F. D. 
Parker, Hudson dealer at Decatur.. 111., was 

Guy Smith— Five Cars 
<</^\N the extra-day traffic was all tied up.** 

\J writes Guy Smith, Omaha, Neb., distri- 
butor. "There was a blizzard and three feet 
of snow, but I was not going to be left out 
in the cold so I got a number of dealers on 
the long distance telephone and one of them 
bought five cars for April delivery. I hope 
the extra day was profitable for the entire 
"Big Family." 

But up in North Dakota where they have 
about the worst blizzards and winter storms 
this country knows, the Crystal Automobile 
Company, which concentrates on the Hudson 
alone, got out and closed one sale of a torpedo. 
Secretary L. M. Gilbert, in spite of the weather 
man, came through with colors flying. 

H. W. Crawford, Russell Motor Car Com- 
pany, Parkersburg, W. Va., who also con- 
centrates on the Hudson, made the extra-day 
help pay a future dividend by digging up sev- 
eral prospects whom he got thoroughly inter- 
ested in the New Self-Starting Hudson "33." 

Mr. Powers— Three Orders 

HALL RIVER, MASS., had a "Hudson 
Day" on the extra day, for Thursday, 
February 29th, resulted in Fall River folks pur- 
chasing three cars of Robert W. Powers, who 
sold a torpedo and two touring cars. This sell- 
ing feat followed the Fall River show and Mr. 
Powers is to be congratulated on turning the 
extra-day into as profitable a proposition. 

The Keeler Motor Car Company, Williams- 
port, Pa., made an extra-day sale to the gen- 
eral manager of the Central Oil & Grease 
Company, Williamsport. The South Dakota 
Motor T^ar Company, while it did not sell any- 
New Self-Starting Hudson "33's," secured or- 
ders for two second-hand cars. 

Japan's First Hudson 
Gives Doctor Fine Service 

^^u/ O Dr. G. M. Lanning, Oskaka. Japan. 
£ ^j belongs the honor of owning the tirst 
^^^ Hudson that went to the land of the 
rising sun. 

Dr. Lanning has never been obliged to stop 
on account of the machine and it has give 
excellent uninterrupted service since its pur- 
chase, for which the physician expresses his 
gratification in these words: 

"The car which I bought of you has given me per- 
fect satisfaction up to the present time. Considering 
the fact that I am a physician and am obliged to be 
out in all kinds of weather and go out on all kinds 
of roads in this land of difficult roads, it seems to me 
a remarkable record. 

"I have never been obliged to stop "on account of 
the machine. 

"With sincerest appreciation of the excellency of 
the car you sent mc, I am, Respectfully yours, G. M. 
Lanning, M. D." 

Digitized by 



Don't Accept Free Publicity 

Unless You Give Advertising 

H NEWSPAPER man a week ago was 
asked by a well-known advertising man 
why newspapers did not cut out free 
automobile publicity. 

"We couldn't do it," replied the newspaper 
man, "because it would deprive us of our 
leverage to get the advertising. That's the 
way we get much advertising — by making of- 
fers of publicity." 

Of course you know that phase of automo- 
bile advertising. But the newspaper man's 
statement has this other meaning. "Whenever 
we give you free publicity, we expect you to 
repay us with advertising."' And that attitude 
is perfectly just. If we accept the newspa- 
per's commodity we must pay for it in the end. 

If the paper has a high class circulation, a 
bona tide high-grade clientele capable of pur- 
chasing automobiles and its circulation is guar- 
anteed by the advertising associations for that 
purpose, then you naturally give that paper 
advertising. Because it is good business to 
reach the good market that paper affords. 

But if the circulation isn't top-notch, you 
won't use the paper. Hence you wouldn't give 
the paper advertising. And no dealer should 
ask for free publicity from that paper if he 
isn't going to give them advertising, or hasn't 
given them advertising. 

Furthermore, your publicity doesn't reach 
the right class of people through that paper. 
So what's the use of having it appear there? 
Why bother with it at all ? 

The Hudson Policy 

CHE policy of the Hudson Motor Car 
Company is not to send publicity to any 
paper which does not get Hudson advertising. 
Every name of any newspaper or other publi- 
cation which is not given some advertising at 
some time or other during the year is stricken 
from this company's publicity list. 

Thus the Hudson Motor Car Company is not 
getting entangled in any obligations to news- 
papers. If a paper isn't good enough to ad- 
vertise in, it is utter folly to think that free 
publicity in it will do' any good. It won't. 
And the energy used up in the effort to get 
such publicity is wasted. 

Xo automobile dealer can afford to get him- 
self disliked by a newspaper. A certain com- 
pany recently lost a lawsuit. The writer was 
in a newspaper office when the story came in. 
They worked us on publicity and then 
didn't give us any advertising." mused the 
newspaper man who was looking over the 
story. "I'll give them publicity on their loss, 
allright." And he marked the story for a dis- 
play head, first story in the automobile section. 

That company paid the penalty, for the story 
appeared the next day as the newspaper man 
had marked it. 

Why Accept Empty Favors 
Y30 don't put yourself under obligations to 
Jjy hand out advertising, by requesting the 
use of free publicity. Don't even allow the 
use of your free publicity by a paper which 
doesn't get your advertising, if you are doing 
any in other papers. That is the policy the 
Hudson Company is following right now. 

A newspaper man told the writer the other 
day he had seen a Hudson publicity story in 
another paper which Louis Geyler, Chicago 
distributor, was using. He offered to prirft the 
story, though he had not been getting any ad- 
vertising. Obviously he was constructing a 
lever. His paper was not considered a good 
medium for the sale of a $1,600 car. 

"Xo. don't use it." the writer told him. "If 
you do it will be taken as an offense by the 
Hudson Motor Car Company; as an effort 
t<- put this company under obligations to your 

paper. While you are not getting any adver- 
tising you will kindly refrain from using any 
Hudson publicity." 

Set up that policy in your own business. 
You'll be glad to have the feeling that you 
can look representatives of papers you don't 
use in the eye. For you don't owe them any- 
thing. They have done you no favors. 

And it is an empty publicity favor that 
comes from a paper you won't advertise in, 

This Is Grit 

a CERTAIN Hudson dealer had an an- 
nual show in a town in his district. 
The roads were impassable, he found. 
Ordinarily a trip in a car to this town would 
be impossible. But now even drays to haul 
the cars to the show were out of the question. 
There was no time to ship the cars by a 
circuitous route. The average man would 
have been forced to call off the deal and let 
it go at that. Not this man. 

He chartered a barge, loaded the entire 
exhibit aboard it and landed at the show 
right side up. He casually mentioned it in a 
letter to the factory : 

"The Mount Carmel, 111., auto show began Thursday 
and as the state of the roads did not allow us to move 
our cars overland, we chartered a barge and loaded 
the entire exhibit at Vincennes and shipped same by 
water from Vincennes to Mt. Carmel, via the Wabash 

The man is A. L. Maxwell, Hudson dealer 
at Lawrenceville. 111. There are no obstacles 
that he doesn't in some way surmount. To 
stimulate the sale of cars in winter he put 
on a 2,000 mile endurance run. "There's al- 
ways some way to get around the stumbling 
blocks," he believes. "The thing is to find the 
way. If you think hard enough it will occur 
to you." 

All things come to him that waits, 
But here's a plan that's slicker: 

The man that goes for what he wants 
He gets there all the quicker. 


A. FOSDICK, of the Hudson Sales 
Company, Dallas, Texas., distributors, 
was also a factory visitor. Mr. Fosdick re- 
ported excellent prospects for big business 

?^T. R. LANE, Fort Rouge Motor Company, 
^ 1 Winnipeg, Man., came a long ways to 
get some additional factory enthusiasm. The 
Hudson is today one of the most popular 
cars in his territory. 

y|\ANAGER H. B. Parker, Kalamazoo Auto 
1^1 * Company, Kalamazoo, Mich., was wel- 
comed at the factory recently. Mr. Parker 
has put lots of Hudsons on Kalamazoo streets 
as he concentrates on one car exclusively. 

£^(- A. R. LLOYD, Hudson dealer at Mason 
\ZX City. Iowa, told the factory folks that 
the Triangle circular letters which he is send- 
ing out are producing results for him. He is 
selling cars at a rapid clip in and around 
Mason City. 

THINK— Then ict— but don't think too 
long — the other fellow's thinker may he 
working faster thin yours. 

One Big Argument in Closing Nearly 200 Sales 

This is the 10,000 mile demonstrator of the Henley-Kimball Company, Boston distributors. The 
prospect when taken out for a ride is asked if he would be satisfied if his car after 10,000 miles, ran 
as line as this and had cost, as has this, but a dollar or two, for adjustments. The answer must be 
"Yes." And the prospect usually comes back in the store In a mood for closing. Nearly 200 sales 
have been closed since September by the Henley-Kimball Company. All but a few rode iu this 

Digitized by 


Dealers Who Seized the 

ain Chance 

fOME member of the "Big Family" last 
year in the Triangle, in making cer- 
tain ponderous comments on salesman- 
ship, exuded this : 

"Whenever you make a sale, make a friend." 

Which is mighty good philosophy and most 
of us make a sincere effort to practice it. But 
imagine, if you can, how deep-rooted must 
be the salesmanship, or friendship, which takes 
seed in a buyer's insistence that complete 
equipment for his car means not only wind- 
shield, tire irons, gas tank and lamps, but also 
equipping it with the very little salesman who 
sold it. 

Never heard of anything like that before? 

Nevertheless, while he did not write it in 
the contract, Mr. Dowstan, of Manchester, 
N. H., brought that end about in his own 
subtle way of handling things. 

Bought a Car in Boaton 
?~~ |*OU see he came down to Boston back in 
^5^ 1904 to buy a car. He happened into the 
Boston branch of an automobile manufacturer 
and there was taken in hand by Salesman 
Spear, who with unfaltering precision, made 
him owner of a car. Then Mr. Dowstan took 
the car to New Hampshire where, at that time, 
there was no one to keep this car in running 

The salesman put in his week-ends in New 
Hampshire, for some time, getting the car 
ready for each successive week. They became 
good friends and one day Mr. Dowstan pro- 
posed, by way of securing Mr. Spear as the 
completing unit of equipment, that the latter go 
into business in New Hampshire, Mr. Dowstan 
standing sponsor for the adventure. Thus the 
salesman and the car could be together all the 
time — a happy thing for the car, because each 
week-end it regularly went on the blink in 
the expectancy of Mr. Spear's visit. 

Understand, these things happened in 1904. 

The Effects of Eight Yeara 

DOW then, skipping lightly over the eight 
intervening years, allow us to draw 
back the curtain and reveal to you, in the 
center of the New Hampshire automobile 
stage — center and side spotlights pointed "up 
stage" and all that — William C. Spear, the big- 
gest dealer and distributor of automobiles 
in New Hampshire. 

For the 1911-1912 season will make his total 
orders for cars 137, an even hundred of them 
being the New Self-Starting Hudson "33" 

William C. Spear started his career as a 
machinist and tool man in Newark, N. J. 
When the automobile business came into an 
appreciable existence, he went into it as a 

repair man. Having in the subsequent six 
months learned considerable about an auto- 
mobile, he disguised himself as a salesman 
and braced an automobile dealer for a job. 

He appeared so certain he was a salesman 
that he made the dealer believe it and he 
landed in a good berth, selling three good cars 
of that day. So impenetrable was his disguise, 
so easily did he knock down the orders, that 
he stayed in that position a year and a half. 

Knew Mr. Chapin and Mr. Coffin 

J^nHEN he secured another position in the 
%_y Boston branch of an automobile manu- 
facturing concern, through which he met Mr. 

It was while working in Boston that Mr. 
Spear became acquainted with Roy D. Cha- 
pin, then salesmanager of the Olds Motor 
W f orks, and Howard E. Coffin, who was at one 
time the Olds designer. 

When he went into business in Manchester, 
one of the cars he took on was the Olds. It 
was solely through deep-seated confidence in 
Mr. Chapin and Mr. Coffin, and the fabric of 
their organization that Mr. Spear successfully 
laid seizure to the Main Chance in 1910. He 
knew what these men had accomplished, knew 
their records, and had confidence in their 
business actions. 

Worked Hard at Hia Business 

HROM the date of his taking on the Hud- 
son line Mr. Spear began a steady climb 
toward the highest pinnacle of selling success 
which had ever been achieved by a New 
Hampshire dealer. 

Today he is the largest dealer in the state. 

But it has taken hard work to achieve that 
position. Until six months ago the entire exe- 
cutive work of the organization and much of 
the selling devolved upon his shoulders. Six 
months ago F. C. Ordway became general 
manager of the Manchester Auto Company 
and Mr. Spear is now giving more time to 
creative work. 

A Good Personal Salesman 

W\R. SPEAR is a good personal salesman. 
\* " His knowledge of human nature is great 
and upon talking with a prospect he possesses 
the faculty of quickly locating the biggest point 
upon which to base his solicitation. Then he 
will follow the sale clear through to its com- 

Even the demonstration of the Hudson to 
his prospects he refuses to allow any one else 
to take part in. He lands the majority of 

Another thing to which much of the credit 
for his success must be laid is his keenness 
in picking "live wires," meaning by that cars 
which will sell readily. And to his credit it 
can be said that he has never had to handle 
a dead one, because of his exceptional care in 

In keeping with his progressive views, Mr. 
Spear has a service department comprising 
half a dozen men and he is now undertaking 
plans for a new garage, salesroom and service 
department which he wants to make the best- 
equipped and largest north of Boston. 

Hard work, making good to the owner with 
every car he sells, a keen knowledge of 
salesmanship gleaned from studies of his own 
experiences and the use of judgment in sort- 
ing the "live ones" constitute the secret be- 
hind the success of William C. Spear, New 

THE rcison some men stay small 
is because they are afraid to do 
anything big lest somebody else get 
the credit for it. 

A Human Interest Story 
Of a Hudson Car 


PATTERSON & INGALLS, our agents 
at Montgomery, Ala., have an owner, 
Mr. Saunders, who has a Hudson 
which he is using in the renting bus- 
iness. This man had decided to secure a posi- 
tion as motorman on the street car, but was 
induced by his friend, Mr. Patterson, our 
agent, to buy a second hand car and go into 
the renting business, Mr. Patterson agreeing 

to sell him a second hand car for $750. 

A short time later the car was destroyed 
by fire, there being no insurance, Mr. Saun- 
ders was worse oft than when he started. 

Mr. Patterson, however, had great confi- 
dence in his friend, and as much in the Hud- 
son, so induced him to take a new "33." 

When I was in Montgomery, in February, 
Mr. Saunders was overhauling his car. The 
car had travelled over 60,000 miles, there be- 
ing a day and a night man on it, averaging 
according to Mr. Saunders' statement, 23 
hours per day every day in the week. The 
car had never been out of service a minute; 
upkeep cost, as far as repairs are concerned, 
insignificant, and when dissembled there was 
need of but very few adjustments and these 

only in spring shackles where a slight rattle 
had developed and this only noticeable when 
driving over a very rough pavement. 

Those who are acquainted .with the roads 
in that section of the country can appreciate 
what abuse this car must have had in trav- 
elling sixty thousand miles in comparatively 
such a short time. 

Mr. Saunders has found his Hudson the 
best investment of his life. From the ser- 
vices of this "33" he has paid for the old 
Mitchell, paid for the "33" and for a new 
Hudson, which he is now also using in rent 
service, in addition to affording a very com- 
fortable living for^ himself and family. 

That is a little business romance in which 
the Hudson figured. 

Digitized by 


Published weekly by the Hudson Motor Car Co., in the interests of Hudson Distributors, Dealers and Salesmen. 

There s a Reason Why One of These Salesmen Lands More Orders Than 
the Other—The Keason is Personal Appearance. 

Trianglo Ciroular Letters Are Landing the Orders 

By E. C. MORSE, General Sales Manager. 

gMAN who looked as if he could afford 
an automobile walked into the show- 
room of a middle-western Hudson 
dealer the other day. He was a big six- 

A maroon touring car was in the window 
and he had begun to casually inspect the 
motor below the lifted hood, when the propri- 
etor approached and courteously offered to 
explain the car to him. 

"I'm ," he said, giving his name. 

"I've been getting letters from you about 
every week for the last month. I'm con- 
vinced that the car is a good one. But the 
car I buy I expect to drive myself and what I 
need is plenty of leg-room. That was one 
thing I wasn't quite sure about." 

"Just step into the car, won't you?" the 
dealer asked, holding open the door. "And 
seat yourself at the steering wheel. And you 

can see that you won't have any difficulty 
driving a Hudson." 

The man was delighted with his comfort- 
able position at the steering wheel. 

The dealer indicated to him how to start 
the car from the seat and the prospect did it 
himself. Then the proprietor reviewed sev- 
eral points which he knew had appeared in the 
circular letters. 

At the proper moment he asked for the 
order. He did not get it that day, but on the 
following Saturday, the prospect 'phoned that 
he was coming down to pick out the color he 
wanted and that afternoon he left his deposit 
on the car. 

Circular Letters Wor% Up Sates 

CHE circular letters to this man had re- 
lieved the dealer of the task of working 
him up to the closing point. The letters had in- 

creased the man's knowledge of the car, had 
convinced him that it was probably the car he 
wanted and the actual closing — the injection of 
the human element— was the only thing left 
undone, the only thing before he would place 
the order. 

Most men will not admit the influence a 
circular letter has upon their actions. This 
prospect would not wholly admit it — he merely 
said he had been "getting your letters." But 
he was partially sold by the letters, the facts 

The series of letters that brought this man 
to the point of closing were those which are 
appearing each week in the Triangle. 

It is gratifying to know that the great 
majority of Hudson distributors and dealers — 
with lists of prospects ranging in number from 
5 to 3,000 — are weekly sending out these Tri- 
angle letters. 

From many sources comes the news that 
the letters are helping land the orders — that 
they are bringing the prospects into dealer's 
and distributor's salesrooms for the final sales- 
manship which gets the order and the cash, 
just as they did in the instance related above. 

Letters Putted— -Bat Quit 

DO one was ever able to know before an 
advertisement appeared whether it would 
"pull" or not, no more than a salesman can 
tell, before he begins to sell goods, whether 
he will be a salesman or not. 

Some of the homeliest men are wizards at 
selling goods. Some of the homeliest ads 
which ever ran produced amazing returns. 
Some sales letters which are far from clever, 
have sold more goods than any other style 
of letter. In fact, cleverness in a letter, makes 
the reader admire your cleverness. But he 
forgets your goods. And cleverness is a fatal 

One dealer has used a number of the let- 
ters. But he didn't think they were particu- 
larly clever, so he quit sending them out, 
finally. "Did you hear from the letters," he 
was asked. "Oh, yes ; several prospects 
who've come in, have spoken of reading our 
stuff." he replied. "Sold any of those pros- 
pects?" he was asked. "Two of them," he 

He was like the business man who fired 
his best salesman because he objected to the 
latter's religion. And the business man found 
he finally had to re-hire the salesman and for- 
get religion. 

Likewise, the dealer began sending out the 
letters again, when he was actually brought 
to realize what they had done for him. He's 
using them now. 

What Good A re Letters? 

CIRCULAR letters are like advertising. 
You may have wondered why over $600,- 
000,000 is spent each year in advertising. 

Simply because it is an economy to reach 
millions with the same effort that, in personal 
salesmanship, you can only reach one person 
at a time. And it is so much cheaper, of 
course. But advertising can hardly close the 
sale of as high priced an article as an auto- 
mobile. That takes personal salesmanship. 

Personal salesmanship can help work up a 
sale to the closing point. But circular let- 

(Continued on page 2, 2nd Column) 

Digitized by 



A Striking Photo-Story of Hudson Testing Despite the 
Recent Floods — A Car Plunging into the Rising Waters 

Ponderous Looking Centraots Soare Away Sales 

Vw^ITH his prospect closed as far as the 
Mi actual selling of the car was concerned 
VM>/ a salesman for a $3,000 car stepped back 
to the office at the rear of the showroom to get 
the "order" for the purchaser to sign. 

He brought back a pompous, legal-appear- 
ing document of four pages and commenced 
to fill it out in accordance with the previously 
expressed wishes of the customer. Filled out 
he handed it to the man and indicated where 
his signature was to be written. 

"That's a rather important looking docu- 
ment," the customer ventured uneasily. "I 
suppose it's iron-clad, double-ribbed and air- 
tight, isn't it?" he laughed. 

"O, no," the salesman replied. "That's just 
the form we're in the habit of using." 

"Well, anyhow, I'll take it home with me 
and look it over and mail it to you tonight 
or tomorrow," the customer said. 

The salesman remonstrated and offered to 
read it through, stating that in reality it was 
more binding upon the automobile concern 
than on the customer. The latter, however, 
wouldn't recede from his stand and rather 
than talk himself out of the sale the salesman 
acceded to the request for a closer perusal at 

The next day the paper had not been re- 
ceived. When he telephoned the customer the 
latter said he hadn't had time to read it 
through, but would that night. A similar 
promise was repeated the next day. Then the 
prospect went out of town and when he had 
returned another automobile dealer had got 
to the customer and landed the order. 

The sale was lost through the use of a too 
important-looking order blank. 

Legal-appearing documents like that cost 
lots of sales in every business until the head 
of the institution wakes up to the fallacy. 

"Give It to Them in Capsules" 

/^[ENERAL Manager Samuel S. Toback, 
vjl °* The A. Elliott Ranney Company, 
New York distributors, has seen that same 
situation and as a remedy he perfected a 
demure little 3x5 inch order book, which is 
the equivalent of the big legal document, only 
it is administered in capsule form. 

It is the essence of the big contract, yet in- 
stead of making it difficult for the customer 
to order, this one makes it very, very easy. 

The salesman takes out of his pocket the in- 
nocent little order book and asks the customer 
to sign "there." Almost a glance gives the 
customer the entire contents of the contract 
and the second thought is the affixing of his 
signature. Yet the contract he enters into is 
just as binding as the heavy legal document 
which scares sales away. 

The demure order-sheets are in the front 
of this loose-leaf leather-bound book. In the 
back are blank checks, one of which the buyer 
can fill out, if he states that he can make no 
deposit because his check book is at home. 
That culminates the deal. 

Gus Henley, of The Henley-Kimball Com- 
pany, Boston distributors, has adopted this 
idea and calls it his "little persuader." The 
writer has seen Mr. Henley extend the inno- 
cent order book to a man just about closed, 
and there was not the least hesitancy about 
accepting Mr. Henley's fountain pen and af- 
fixing the signature. This is natural, for there 
is nothing to be afraid of. 

Would you like to adopt this idea? If so, 
write the Advertising Department and sample 
sheets of the order will be mailed you, so you 
can duplicate it in a book of your own. 


(Continued from Paste /.) 

ters, correctly designed, can do that, too. 
And they are far less costly than the sales- 
man's time. So the hard-headed business man 
appreciates the economy and uses letters for 
the missionary work. 

$75,000,000 Business From Letters 

~ pARS-ROEBUCK, the Chicago mail or- 
der house, which sells everything imag- 
inable, even automobiles, was originally built 
on circular letters and a smaH catalog. They 
bought names from addressing houses in 
many sections of the country and merely cir- 
cularized those names. Their business grew 
amazingly. Later, to get new names, they 
advertised in publications. 


Last year the total volume was over $75,- 

The Hartman Furniture Company operates 
22 chain stores in the United States, besides 
a huge mail-order business. The latter was 
started solely by circular letters. There are 
scores of other immense institutions to-day 
which are monuments of the power of the 
two-cent stamp. 

Don't let a week get by without every one 
of your prospects receiving the TRIANGLE 
circular letters. This hot fire of letters, and 
occasional booklets, will effectively work up 
prospects. Then you have multiplied each 
salesman's efficiency, because he becomes 
more of a closer than he could be if it is 
necessary to develop each prospect to the clos- 
ing point. The letters will help do that 


By E. T Jones. Manager, the Jones Auto Co- 
Akron. Ohio. 

X WORKED on one "The Buyer Who Is 
Always Busy," for two years but kept 
after my man once in awhile until 
finally he got centered down on two cars, one 
was a HUDSON and the other a second-hand 

I finally got him in my sales room a counle 
of hours. I spent one day with him and the 
next day he came here with his wife and 
spent from 1 :30 in the afternoon until 6 in 
the evening and when they got ready to leave 
I impressed upon their minds that I would 
call on them the next morning at their coun- 
try home to which they simply said. "There 
will be no use." 

But I insisted that I was coming and they 
were just as insistent that I should not come 

The last word I said to them when they 
drove away in their horse and buggy was that 
I would be there at 7:30 the next morning, 
but they still said I had better not come. The 
man was too busy. 

Still Busv 

I^nHE next morning I came to the garage 
V^ and had not been there over five or ten 
minutes when the phone rang and they said if 
I was coming out I should come over a cer- 
tain road as the other road was too bad to 
get through. But when I got there he was 
still "Busy." 

I finally got his attention and eleven times, 
according to my recollection, he had taken 

Digitized by 



his pencil in hand and was going to sign the 
order when his wife interrupted. Each inter- 
ruption meant delay. One of their arguments 
was they were in no hurry for their car; that 
they could wait three or four weeks very 
nicely, but finally, at 12:03, having the time set 
in my mind very forcibly by the turn downs I 
had received before that, I got his name to the 
order and at 6 o'clock that night we were on 
our way to the factory to get an immediate 
delivery and we had the car back to his place 
within thirty-six hours after signing the order. 

I do not think I ever had a customer who 
was as anxious for his car as this man was. 

Also, I am glad to say that he is one of the 
best boosters we have for the HUDSON in 
this territory. 


I've seen a lot o' people, 

An' I've been most everywhere; 
I've heard the joy-bells rlngrln', 

Ad' I've heard a pirate swear; 
But wherever I have journeyed; 

In the North, East, South, or West, 
I've notleed It's th» smllln' folks 

That get along: th' best. 

It's the man behind the scowlln' 

That sets the frosty mitt, 
An' when brickbats are a-flyin', 

He's most likely to get hit; 
While his neighbor who keeps smllln', 

Meets with welcome signs galore, 
An' when good things are a passln', 

Folks all say, "Do have some more." 

It's the fellow with the jolly 

An' the glad an' ready hand, 
That always takes first money 

An' leads the Joyful Band; 
While the darn fool who keeps frown! n' 

Has a sad heart 'neath his vest— 
Yep, the folks that do the smllln' 

Somehow get along the best. 

Charity Advertising 

Do you ever give an advertising 
contract to a personal friend "Be- 
cause you like him" or "To help 
him along?" 

Do you advertise in any news- 
paper or magazine, not because it 
pays you, but because you think 
that you ought to? 

Do you try to "help" some 
church or lodge or project by 
advertising in its program or pub- 

Do you continue to advertise in 
the same old way because you have 
done it in the past? 

If so, don't call it advertising. 
Call it "Charity." Don't injure the 
good reputation of advertising by 
tagging it with such old fashioned, 
unbusinesslike indefensible meth- 

Advertising is an investment. It 
should be handled with the same 
care, based on knowledge of facts, 
as any other investment. 

If you want to "help" some 
friend, or medium, or organization, 
"GIVE" half the cash that the 
advertising would cost you. That 
will mean more "help" and will do 
you just as much good — at half 
the cost. "Charity" advertising is 
not good for anyone, anywhere, at 
any time. This does not mean 
that church programs or society 
publications or the advertising 
medium of a friend, is not profit- 
able for you to use it. It does, 
however, mean that if anything is 
worth being considered as an 
advertising medium, it should be 
used in a way to make it brine the 
greatest number of results, and not 
used as a "Charity." 

Glad You Came ! f; 
Come Oftenefcl* 


tus Henley 
and George 
Kimball, o f 
the Henley- 
Boston d i s- 
t r i b u t o r s, 
mr " were factory 

visitors. Or- 
ders for the day before their arrival at the 
factory were for five cars. But there is no 
let-up and the orders continue to come at a 
rapid clip. 

^TAMES W. GILLIS, Rochester distribu- 
V^ tor, was another visitor of note. Jim has 
a speed car. He ordered it brought out to his 
home recently by Driver Mercer. Mercer 
'phoned the usual news that is 'phoned from 
court houses by motorists. "Were you going 
fast," asked Jim. "No-o-o," replied Mercer. 
"The last time I looked at the speedometer, — 
when we passed the 12 corners, — after he be- 
gan to chase me, she was only doing a little 
better than sixty." 

Louis Geyler Company, Chicago dis- 
tributors, and Wholesale Manager F. M. Bus- 
by, visited the factory. Mr. Geyler tells a 
story of a prospect who had made up his mind 
to buy a competitor's roadster. The prospect 
went into his competitor's store. "I want to 
look at your roadster," he said to a salesman, 
whose feet were up on his desk and who was 
smoking a big cigar. "Ain't got any," replied 
the salesman retaining his easy position. 
"When will you have one," asked the pros- 
pect. "Don't know, maybe 3 or 4 days," he 
replied, as if he had been mistaken for an in- 
formation bureau. "Take your name and let 
you know." "Oh, no, couldn't think of put- 
ting you to that trouble," replied the prospect. 

"l just came in to buy one, that's all." Then 
he came over to the Geyler store. The cour- 
tesy of the Geyler organization was a tremen- 
dous contrast. The result was that later he 
bought a Hudson roadster. "If a man came 
to Marshall Field's, one of the best depart- 
ment stores in the country, to buy a 10-cent 
article and got such treatment, it would be 
called an outrage. And they'd fire the clerk 
instantly," said Mr. Geyler. 

Directory off Hudson Owners 

Is Idea Used in St. Louis 

^— |" H. PHILLIPS, Phillips Automobile 
Q I Company, St. Louis distributors, has 
V^^* issued to all prospects a directory of 
Hudson owners, giving a complete list of 
names, addresses and telephone numbers of 
people in St. Louis and suburbs to whom the 
prospect may refer in determining for him- 
self the satisfaction the car is giving and the 
service that Mr. Phillips has put behind the 

The front cover page of the 8-page leaflet 
bears in large type this: "Do You Know 
Anybody on This List?" The title page of the 
leaflet tells the book's purpose to the prospect 
in these words: 

"To enable every interested person to determine 
what sort of satisfaction a Hudson automobile will 
give to the average user and what sort of service we, 
its sellers, render to our customers, we here print the 
name, address and telephone number of every person 
in St. Louis and immediate suburbs to whom we have 
sold a HUDSON car since we began in September, 
1910, to sell Howard E. Coffin's Masterpiece, the 
HUDSON '*33." Inquiry of a few of these custom- 
ers will give you a good idea of the average service 
rendered both by the HUDSON and ourselves." 

Inasmuch as recommendations of St. Louis 
Hudson owners helps sell cars for Mr. Phil- 
lips, he has turned the fact to good account 
by getting the maximum benefits — that is, by 
giving all Hudson owners' opinions a chance 
to work on prospects. 

It is a good selling idea. If you get Up 
such a directory, it is a good idea, when mail- 
ing it to a prospect, to underline in red ink, 
names of owners in his neighborhood to whom 
it will be very easy for him to refer because 
they are so close at hand. 

Napoleon said: "If you set out to take 
Vienna, TAKE Vienna." Napoleon used the 
"task" system too. It works as well for the 
"Big Family" as it did for Napoleon. 

Arrangement of George D. Knox's 

Exhibit at the Hartford^ Conn., Auto Show 

Digitized by 

G oogle 


Standarized Plan That Makes 

Owners Keep Themselves Sold 



1 s { i 

I hi 

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1 i * I i 

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is 1; 
it i * | 


Car M<*lct 

I'mlcKidetl by . „ 

CttrXo. Motor. ,Vo. 

Motor ii.lrd 


VnivrrmU . _ 


Wheel* _. 


S/tritiffs OiUil 

Top Fitted _ 

Tl» AMjv* Car k O. K. tmm 

Vital Things to Do 
On This Hudson Car 

ClMI >«t cwl cUUh 1 I 

. TitUrn hod, U*« if b.«lj v.-jck- 
Euanac •untm ( iiMrtuui> retuUrtj . 
Rtchtuf bumy rvt-ri « Jji - 

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K«p apriaf rft,. m l. t l« 

AI *«C •«»•»» !***»» thn^th rtim<«. 

ViUl Things to Do 
On This Hudson Car 

X Cfeaaam) •HirtaK»i I yl ml r»rr> JV>ou 

fc. Oil &**rui< IW Mi* «rrk . 

7. Oil •prifigt Ihrtr n*jr* 1 "T^-k . . 

«. AJjuw bnkt. .hrn kxjx 

9. Tif Hub taxl> hoto if b«J> «.,<*n*x 

I* Ev>n»Bf w«^>«( iMrtuv^n rr^lMlr . 

II. Rtrtur^ (Mitot7^rf> »d»). . 

11 5cn»**sn|r..i«oi fM1 „ r i),, 

li. Rc[wt 0l1«.«k»l rM n»ry >ro Bntrt 

I* K*rp •print clp miti lifta 

Ik Afc»). MTMn r*"*** i*rau(h ctaw.w. 

I*. ClUBgc «»l*f ■■ radunor *»«<> WO miirt 

IT. CWim bmkrf boi tn nvafttriu on, Vo mi 

l« Ife farr bal*»y ronanltajai ■» O. K 

19 Doiwuliprlw.k. faiicsn 

»X Euaflaa«kcaa M alaf<rbOTH»!r.. | wMly 

I'flKeM 4 and 1 of Leaflet. 

Pages 2 and 3 — Owner Retains Page 3. 

a HUDSON service man the other day 
discovered an owner who didn't know 
what his clutch was. Consequently, he 
hadn't given it any attention during the 1,700 
miles he had driven the car. But it hadn't 
given him any trouble, so why worry? 

The owner knew how to start the car, how 
to run it and a few other elementals, but he 
was up in the air when an instruction on the 
care of the clutch was mentioned. He con- 
fided that he didn't know where to find the 

When inattention to that car began to tell 
there existed the liability that this owner 
would become hurtful to the dealer's business 
in that section. 

This ozvner had not been taught the vital 
things to do on that car. He couldn't be kept 
sold until the time came for his purchase of 
another car. If he wasn't sold at that time, 
the dealer would lose a customer. 

The Los Angeles Plan 

©Y far the greatest essential about the 
delivery of a car is posting the owner 
on the care of the car. The factory sends out 
instruction books for that purpose. But much 
of the instruction must be given in person the 
day the car is delivered. That is the basis 
for the owner's intelligent perusal of the in- 
struction book and "Owner's Bulletin" from 
the factory. 

The Hudson Sales Company, Los Angeles, 
has standardized the method of instructing 
the owner — of making him keep himself sold. 

A cardboard folder is provided. It is 3$4 
inches wide and 7 l / 2 inches long. The first 
page is captioned "Hudson Sales Company 
Checking Slip." Below is given the necessary 
information on the condition of the car when 

"Vital Things to Do On This Hudson Car" 
is the caption on the second and third pages. 

Page 2 contains instructions to the owner 
as to care of the car. These the dealer goes 
over carefully with the customer, explaining 
them thoroughly and telling why these things 
are necessary. Below is a line for the owner's 
signature attesting to the fact that the in- 
structions have been explained and are under- 

Get the Owner's Signature 

gS the dealer explains each point he checks 
it in the space provided. Then the left 
hand half of the checking slip, that which the 
owner has signed, is detached and retained by 
the dealer. 

Page 3 — the right hand half — is turned over 
to the owner to be hung in his garage or car- 
ried with the car. This is a duplicate of 

page 2. It's occasional perusal soon familiar- 
izes the owner with its instruction and quickly 
gives him a knowledge of his car. 

That allows the owner to keep himself sold. 
Because he keeps the car running right. 

It has been a successful plan with the Hud- 
son Sales Company. If you have not already 
devised a similar plan for handling this end 
of your business, put this into operation. It is 
good business. 

The Owner's Viewpoint on 

Pioking a Motor Car to Sell 

XT isn't always possible to know the 
facts which prompt business actions, 
but the inside track is always niighty 

The thing that prompted C. S. Peregrin, 
Farmington, Wash., to seek the Hudson 
agency for that city and surrounding terri- 
tory was the urging which he got from auto- 
mobile owners, although, as it happened, the 
Hudson had not been represented in that ter- 
ritory. Yet several Hudson s, apparently, were 
in operation there. 

Dr. Earl D. Sawyer of Asotin, Wash., one 
of those who advised Mr. Peregrin's action, 
wrote him a letter which because it gives the 
automobile owner's viewpoint, is exception- 
ally interesting. It follows: 

"If I were to buy another automobile I would get 
a Hudson. If I were to recommend a car to any- 
one I would unreservedly recommend a Hudson car. 

I would not have a under any consideration 

at all. But I would suggest that if you were to trade 
in automobiles I would not get the agency of more 
than one car at a time. A man cannot serve two 
masters and so he cannot sell two makes of auto- 
mobiles at one time and do either of them justice. I 
hope you will be able to get the agency for the Hud- 
son car and hope that it you do get it you will be 
able to sell several of them. I know they will give 
satisfaction at any place. They are all right and an 
O. K. car. 

"Any letter addressed to the Hudson Motor Car 
Company, at Detroit, Mich., will reach them. You 
will get very courteous treatment from them. — Earl 
D. Sawyer, M. D., Asotin, Washington." 

Lost time is never found again. 

Only live fish swim up stream. 

Putting off an easy thing makes it 
hard, and putting off a hard one 
makes it impossible! 

Hudson National Advertising f or April and May 

Most of These Papers go to Prospects in Your Territory- 
Clip Out the Schedule for Reference 


Farm and Country Papers. 

Country Gentleman April 6 

Dakota Farmer April 15 

Farm and Ranch April 6 

Farmer and Breeder March 21 

Orange Judd Farmer March 30, April 20 

American Agriculturist March 30, April 20 

N. W. Homestead March 30, April 20 

Agricultural Epltomist March, April 

Successful Farming March, April 

National Stockman and Farmer March 28 

Farmer's Review March 28 

20th Century Farmer March 29 

Farmer and Stockman March 27 

Wisconsin Farmer March 27 

Iowa Homestead March 27 

Pacific Northwest March 

N. W. Farmstead April 20 

Farm and Fireside April 27 

Rural New Yorker April 27 

Farm Journal March 

Farm Life March 


Illinois Farm and Farmer's Call March 1 

Kimball's Dairy Farmer April 15 

Register and Farmer March 28 

Up-to-Date Farming April 1 

Farm Press . . March 

Gleaner April 

Farm News April 

Fruit Grower April 

National Publications. 

a c 

'OU who are in districts surrounded by 
farming communities will note with 

__, especial interest the huge list of farm 
papers before whose readers will be placed the 
Hudson advertisements. With enough mois- 
ture in the ground to carry the crops, despite 
even a long drought, farmers are extremely 
optimistic about the crop outlook this year. 

That optimism must reflect itself in the 
farmers buying heavily this spring — auto- 
mobiles and other goods. The best way to 
tie up your store to this farm paper adver- 
tising is to do some heavy circularizing 
among farmers in your territory. Weekly 
circular letters in the Triangle will serve 
this purpose. 

After the farmer has read his paper, no- 
ticed and — if he is in the market for a car, 
read the ad through — then the receipt of 
your circular letter immediately directs him 
to the show room where he can inspect the 
Hudson. It is wisdom to keep up a hot fire 
of circular letters on the farmers, for the 
outlook is they will be heavy buyers this 
spring. This farm paper advertising will be 
a valuable aid. 

Note also from the schedule the adver- 
tisements that will appear in the great na- 
tional weeklies and monthly magazines. 
This should be an incentive to follow-up 
closely with circular letters all prospective 
purchasers, so as to reap the full benefit of 
the salesmen-in-print calling upon them. 

Digitized by VjOOQ iC 

Published weekly by the Hudson Motor Car Co., in the interest* of Hudson Distributors, Dealers and Sal es m en . 

THE LAST JOB AT NIGHT— Line Up Tomorrow's Prospects, 
For we Early-in-tbe-Day Sales are Like "Velvet." 


ByLH. BROAOWELL, Vice-President 

ris a biblical saying and it holds good 
today that "no man can serve two mas- 

Neither can an automobile distributor or 
dealer split his energies between two proposi- 
tions and make a brilliant success of both at 
one and the same time. He may think he can, 
but there have been so many failures as a re- 
sult that authorities generally consider it im- 

A case in point is that of an eastern agent 
for a certain automobile institution. He began 
as a distributor and had a large territory. 
This meant that it was necessary to award 
certain sections to other dealers. It took time 
to get the right men, to make sure that con- 
tracts were let on a solid basis, to insure ser- 
vice, and all in all the wholesale end of the 
business was a big weight in itself. 

But this man was at heart a merchant — not 

a wholesaler. He liked to sell cars personally, 
to see the orders landed, to make his owners 
produce new prospects for him to work upon. 
He enjoyed the function of a merchant in au- 
tomobiles. He was a good merchant — a suc- 
cessful one. It was positively necessary, how- 
ever, that he should not allow territory that 
had been allotted to him to go to waste. That 
was wholesale work. 

Consequently part of the time he spent in 
the wholesale end and part in the retail. It was 
not a very long period of time before he noted 
that his wholesale business wasn't producing 
results. Sales were not nearly up to standard 
in that territory. 

And the retail business was suffering from 
ennui. It seemed dead. Competitors wee 
getting the orders from prospects who gave 
him the chance, but whom he couldn't seem to 

Pretty soon his wholesale expense and his 

retail expense began to overburden him and 
it was not long before he failed completely. 

Second Dealer Profits bp Mistakes 

|^\//£ agent had so split his energies that 
\^ he could give neither business the atten- 
tion necessary to produce a profit from it. He 
had utterly failed to concentrate. In fact he 
couldn't concentrate, no more than a man can 
serve two masters. 

But the agent who was awarded the terri- 
tory after he had gone out of business studied 
the proposition pretty carefully. He thought 
he saw the snag in the inability of the first 
man to attend strictly to both the wholesale 
and retail business at the same time. 

So he decided to avoid the rock that wrecked 
the other's business. He reasoned it out as 
follows: "My retail business is the most 
profitable so I will give that my personal 
attention, and as my wholesale business is 
necessary in order to give me volume I will 
engage a competent man to take charge of 
that end, one who must make good in that 
particular department to succeed. I'll figure 
up how many cars the territory can take, I'll 
map out the districts and then it's up to the 
manager of my wholesale end to help get the 
orders for the dealers he accepts." 
. That allowed him to make his retail business 
pay by giving it his undivided energy. His 
wholesale manager gave his undivided energy 
to the territorial business. 

That business was profitable from the start. 
Yet this firm worked exactly the same terri- 
tory in which the first agent had bankrupted 
himself. Conditions were the same, but they 
were met differently. That was all. One con- 
centrated, the other didn't, and you see the 

This was some years ago, but I have never 
forgotten how it taught me one of the biggest 
lessons in business, that of concentration. 

Don't ask any salesman to be both a whole- 
sale and retail man. Remember it is as import- 
ant for them to concentrate along the one 
line as it is for you. 

Concentration Means Success 

^T\HE law of concentration in business is 
^^/ as old as business itself. But a man has 
got to jack himself up every once in awhile, 
get a perspective on himself, take his bearings 
and alter his course a point or two. 

We've got to keep ourselves from splitting 
our own energies. If you have a territory 
which is divided among other dealers, either 
take care of the wholesale business yourself 
or turn it over to a competent wholesale man- 
ager whom jrou know can deliver as well as 
you can if he Concentrates. If he is a good 
man, he will pay back a huge profit on your 
investment in his services. 

If you take the wholesale business on your 
own shoulders, then put a good salesman with 
executive ability in charge of your retail sales. 
Put him on a "task" basis and make him split 
his "task" into smaller "tasks" to apportion 
among the retail salesmen. 

Then you set a wholesale "task" for your- 
self, split it up among the agents to whom you 
award territory and help them make good. 

That's concentration and all of us have got 
to concentrate, if we want to make money. 
Inasmuch as you're not in business for your 
health, straight thinking will make you con- 
centrate. Digitized by VJjtJtJ 

tomer drive the car the 
quicker he will close. 

We had one prospect 
whose order had been 
hanging in the balance 
for several weeks and 
could not close him up. 
The other day I came 
to the conclusion that 
there was something 
missing to complete the 
sale but could not ex- 
plain what it was. 

Finally, my last re- 
sort was to try to get 
him behind the wheel, 
in which I succeeded. 
We were gliding along 
as smoothly as if we 
were in an electric 
when he exclaimed : 
"This is easy, but how 
about changing the 

Sitting at his left I 
explained the operation 
to him. Then I disengaged the clutch and in- 
structed him in this way: "Now put on your 
brake easily and we will come to a stop. First 
you must learn to shift your gears and then 
I will give you the clutch." 


M. B. Aultman. 

iisiri* mici dialling 

and stopping a dozen 
times I had him anxi- 
ous to use the clutch. 
By that instruction the 
use of the clutch was 
made easy for him. 

Able to Operate 
Car Now 

EFORE return- 
ing he was able to 
operate the car very 
easily and when we 
neared the salesrooms 
he said: "If I had 
known it was so easy 
to learn I would have 
had a Hudson long 
ago." After which I 
took his order and the 
delivery of the car was 
made immediately. 

In using this plan do 
not let the prospect 
who has never driven a 
car use the clutch and 
shift gears at the same 
time, at first. As you 

are sitting at his left, you can perform the 

operation very smoothly, until he gets the 

"hang" of shifting the gears. 
The reason is this: When the prospect first 

shifts the gears, without experience it is nat- 


anvx maiv«. nit «uiu lailUlC SpCll 3UV.V,C39> 

2. Thou shalt not be content to go about thy 
business looking like a loafer, for thou 
shouldst know that thy personal appearance is 
better than a letter of recommendation. 

3. Thou shalt not try to make excuses nor 
shalt thou say to those who chide thee, "I 
didn't think." 

4. Thou shalt not wait to be told what thou 
shalt do, nor in what manner thou shalt do 
it, for thus may thy days be long in the job 
which fortune hath given thee. 

5. Thou shalt not fail to maintain thine own 
integrity, nor shalt thou be guilty of anything 
that will lessen thy good respect for thyself. 

6. Thou shalt not covet the other fellow's 
job, nor his salary, nor the position that he 
has gained by his own hard labor. 

7. Thou shalt not fail to live within thy 
income, nor shah thou contract any debts 
when thou canst not see thy way clear to pay 

8. Thou shalt not be afraid to blow thine 
own horn, for he who failest to blow his own 
horn at the proper occasion findest nobody 
standing, ready to blow it for him. 

9. Thou shalt not hesitate to say "No" when 
thou :ncaneth "No," nor shalt thou fail to re- 
member that there are times when it is unsafe 
to bind thyself by a hasty judgment. 

10. Thou shalt give every man a square 
deal. This is the last and gretf commandment, 
and there is no other like unto it. Upon this 
commandment hang all the law and profits. 

Digitized by VjOOQTC 


The three 
"I never 
thought," or 
"I don't 
think," make 
the difference 
success and 
failure, not 
only of the 
salesman but 
of those higher 
up and lower 
down in every 

2,000 Are Anxious to Hear About a 

Sale You Made That Was Interesting 

Vv^H ETHER you are salesman, distributor or dealer, you have at some time made 
I If a sale that wae INTERESTING. It taught you something about selling, be- 
Vl>/ sides. 

There are approximately 2,000 American members of the "Big HUDSON Family" 
who are vitally interested in the sale of HUDSON cars. The TRIANGLE is read by 
them weekly. 

Multiply the benefits of that sale by 2,000 by telling it in the TRIANGLE. The 
selling knowledge you gained can be 2,000 times as beneficia 1 . 

We are throwing open the columns of the TRIANGLE to let you talk to 2,000 of 
the best automobile dealers, distributors and salesmen in the United States. It's an 
opportunity worth accepting. 

The more progressive members of the "Big Family" will grasp this chance — 
for they know the profit will come back to them in the selling experiences OTHERS 

Maybe you think writing for publication isn't in your line. Here's the way to 
go about it: Merely write about your sale as if you were writing a letter. Flowery 
language doesn't go. Just make it a plain letter, without any frills and well take care 
of It. 

Putting off an easy matter makes it HARD. Write us TODAY about the sale 
that you consider most interesting. 

Task Plan; 3 Sales and A Me en the Knocker 


NENT the Fable of the Salesman who 
walked, talked and balked, trailed, 
wailed and failed and was cried out 

April Fool Day arrived in Charlotte, N. C, 
and with it the fall of several auto salesmen 
who were not aware that a knock was a boost 
in many cases. A factory man was an inter- 
ested party in the following: 

He happened to be paying a visit to the 
Charlotte dealer of which "Happy" Stevenson 
is one of the heavies. The conversation drifted 
to the different methods used by other sales- 
men to make sales such as knocking competi- 
tors' cars, cutting prices, etc 

It being a day when one can play jokes, he 
and Mr. Stevenson decided to play one on 
those salesmen and make them like it, so 
they got started on three prospects that seemed 
to be live ones. 

They set themselves the "task" of selling all 
three that day. They decided to apply the 
"task" system to the job of downing knocking 

The first one was a lady who had tried out 
at least a dozen cars but was no nearer closing 
than when first she started to buy. She had 
been offered large discounts by competitors 
but still did not buy. She was well informed 
on the Hudson car, having listened to the 
many knocks of competitors. 

And Got the Order 

CHEY, however, made no mention of the 
many good points which allowed Steven- 
son, who is always awake, to convince her that 
they were spending time studying the car 
when they should be getting acquainted with 
their own. 

He simply suggested that she call up any of 
the Hudson owners, saying he was satisfied 
to abide by their decision and then left her 
to decide. The report she received must have 
been favorable for she called Stevenson a 
short time after asking him to come around 
to see her. He went and came back with the 

The pair then started on No. 2 on the list 
who happened to be an official of a bank and 
therefore knew the value of a dollar. They 
had a chance to size him up while waiting in 
an outside office. He stood 6 feet 2 inches, 
built in proportion and looked every inch a 
business man, a conservative buyer and one 
who was going to get the value of his money. 

Chilly— Discount Offers, Too 

flfaEN they were ushered into his office 
Vl/ the cold reception was not exactly appre- 
ciated and both men decided to make the mis- 
sion known in a few brief words, so started : 

"Mr. , hearing you are in the market 

for a car, we are here to interest you in the 

The straight talk seemed to appeal to him 
for he asked them to be seated. They went 
over the different good points of the car 
which to this time had not been mentioned 
by competitors. Seeing he was interested, 
they asked him to allow them to show him 
the car and give him a ride. 

To this he consented and after taking him 
out he admitted that it was the best demon- 
stration he had and added that the Hudson 
men were the first ones who did not harp on 
the weak points of other cars. ■ 

He also had been offered a fat discount 
by competitors while Stevenson stuck to list 
price without a waver. He mentioned this 
fact of some dealers allowing so much while 
the Hudson would allow nothing. 

He being a business man, 'twas easy to con- 
vince him, that for a dealer to stay in business 
and give the owners actual service he must 
have a fair profit. This seemed to satisfy 
him for he then and there gave his order. 

And Still Another 

|^\HIS convinced both men that one must 
^^/ stick to an honest argument, talk your 
own line and let the other fellow do the same. 
Next on the list was a man who they knew to 
be the owner of a Hudson. They called on 
him and was amused at hearing his story of 
how the other salesman called and slandered 
his car. 

Remember, this was to an owner who 
already had used his Hudson for two years 
and knew the car much better than they did. 
He explained that he had no intention of buy- 
ing any other than a Hudson, but simply 
gave them a chance to see how far they would 
go. Needless to say they chalked down an- 
other order. They had equaled the task they 
set out on. 

Moral : The task system pays. It pays to 
say, "I don't know" when the prospect gives 
you the opening to knock another car. Re- 
member that the man who has the price of an 
automobile usually has some brains and ideas 
of his own. 

Still More "Extra-Day" 

Orders for Hudson Cars 

Vw^ITH the receipt of reports from various 
Mi sections of the country on sales made 
Vlx on Thursday, Feb. 29th, the "extra- 
day" of the year 1912. the orders credited to 
that occasion continue to pile up. They now 
total over 60, with reports still coming. 
J. C. Murray, Murray Motor Car Company, 


of Seattle, celebrated upon the extra day by 
taking two orders for the New Self-Starting 
Hudson "33." William S. Lee, Wilkes- 
Barre, Pa., sold a torpedo model to W. P. 
Billingson Feb. 29th, the sale being largely 
due to the demonstration up the noted Giants 
Despair mountain, a five-mile trip in which 
some of the grades are 23%. "Any car, 
regardless of price," says Mr. Lee, "that will 
climb this mountain carrying five passengers 
at a good speed without overheating is a car 
that the manufacturers have good reason to be 
proud of. The Hudson has never fallen down 
during any demonstration." 

E. H. Labadie, Galveston, Texas, took an 
order for a torpedo away from A. Q. Peter- 
son of the New Orleans Export Company, 
Galveston, on the extra day and delivered it 
March 25. 

R. D. Rose, Hinton, W. V., secured the 
order of Joseph Hinton for a touring car. It 
has already been delivered and the purchaser 
is highly pleased, Mr. Rose reports. 


By M. H. Elliott, Wilmington, Del. 

WE have had four Hudson* in the family, so we 
must think they are all to the good. I had a 
1910 touring car which gave me very good 

On one trip we drove the car 100 miles a day for 
ten successive days without having to touch a thing, 
but the 1912 U ZZ car I have now is a great improve- 
ment over the old one without much additional cost. 

For the price I certainly think it has them all 
beat. It has everything necessary for a car to have 
and nothing unnecessary. That is what I like, the 
few parts there are to look after. 

I think it would appeal to any one who liked a 
quiet, smooth-running car. I don't think anyone 
will go wrong in buying a "Hudson" who wants a 
car at that price. 


By J. A. Bruner, St. Louis, Mo. 

PERMIT me to congratulate you on the very hand- 
some car that you are offering the public this 
year and it is certainly up to date in every re- 
spect. I also wish to congratulate you upon the very 
clever advertising that you are doing for I am a 
believer in that method of getting before the public 
and I think I have read every advertisement that I 
have noticed in various papers. 

I also appreciate very much the fact that a big 
concern like the Hudson Motor Car Co. would take 
interest in one little purchaser to write him a per- 
sonal letter and try to make him feel at home and a 
member of the Hudson family. 

I am quite an old resident of St. Louis and have 
a very large acquaintance, and am quite sure that my 
being an owner of the Hudson Car will assist ma- 
terially in the sale of several cars. 

Digitized by 

crai cars. 



Selling Plans a Successful 

Motor Car Merchant Devised 

By F. M. BUSBY, of the Loom G«jler Company, Ckictfo Dktribrtor* 

OUR force consists of six salesmen, all 
working under the same contracts and 
all receiving the same percentage of 
their gross sales. 

These contracts are all made for a period of 
six months, dating from January 1 to June 
30 and from July 1 to December 3l. 

In this manner we get about three months 
of the good and three months of the poor sell- 
ing season in each contract period. 

Commissions are all payable at the end of 
the contract period or upon the" resignation of 
the salesman. 

Against the commission, each salesman is 
allowed a drawing account, the amount of 
which is based on our judgment of his ability. 
The older men who have been in the firm's 
employ for some time, of course, have the 
largest drawing accounts. 

All seem to be satisfied with this arrange- 
ment. The gross mentioned above is figured 
as being the total amount of cash received, 
less the freight, less amount paid for any used 
car taken in trade. 

We make the last mentioned deduction as 
we figure that the salesman making the deal 
has an equal chance with the rest of disposing 
of and profiling by the sale of the old car. 

Agreement on Individual Sale 
#¥%HENEVER a sale is consummated, the 
Vix salesman is called into the office within 
twenty-four hours and the figures showing his 
commission are presented to him for his O. K. 

If for any reason there is any dispute, the 
matter is settled immediately one way or the 
other and the salesman O. K.'s the office copy 
and the office O. K.'s the salesman's copy on 
that particular deal. 

This does away with arguments and mis- 
understandings when settlements are made the 
30th of June and 31st of December. 

One Man On Floor Each Day 

ONLY one man stays on the floor each day. 
He does not have the same day in each 
week for the reason that this would not be 
fair, on account of the heavy advertising being 
done on Sunday — also because of the fact that 
Saturday is always a good day on the floor. 

In order to change each man's day on the 
floor without partiality, we will assign for the 
purpose of explanation the numbers 1, 2, 3, 4, 
5 and 6 to the salesmen — No. 1 having the 
floor Monday, No. 2 Tuesday, etc. 

The following week No. 2 has the floor 
Monday, No. 3 Tuesday, No. 4 Wednesday, 
etc., each succeeding week the salesman due 
on the floor being advanced one day. 

In this manner, the salesman is not on the 
floor the same day of each week, but at the 
same time can figure just what day he will be 
in, so that he can arrange to have his prospects 
come in at that time. 

We have impressed on the salesmen the 
fact that they are expected to remain on the 
floor all day and it is only in rare cases that 
they are allowed to make a call or give a 
demonstration when they are due on the floor, 
and when they do, it is entirely up to them 
to arrange for one of the other salesmen to 
relieve them. Noon relief is given the floor 
man by the salesman scheduled for the next 

Floor Man Gets Jill Prospects 
i^\HE floor man is entitled to all prospects 
^^ or any new business originating on the 
floor on his particular day, without reference 
to who handles the customer. 

The only exception to the above is that if an 
old customer comes into the store and asks 
specifically for Mr. Geyler, our president, or 
Mr. MacLaren, our treasurer, and makes a 
trade or purchases another car, this man is 
considered the customer of the house and 
neither the floor man nor the man making the 

original sale is entitled to any commission. 
This is done not so much to lessen the sales 
expense as it is to show the salesman the im- 
portance of keeping in constant touch with his 
customers who have purchased cars from him 
before. Since this rule has been made, we 
find our salesmen realize more and more the 
importance of seeing that their old customers 
are taken care of so that they will have an 
opportunity of securing any new business that 
may come from that source. 

Protection of Salesmen's Prospects 

OUR salesmen are given to understand 
that in order to be protected on the sale 
of a car, their prospect must be on file in the 

We have provided ourselves with a cabinet 
containing two drawers of sufficient size to 
hold 5"x8" cards and one tray file to hold 
3"x5" cards. One drawer contains six 26- 
division alphabetical indices and one 40-divi- 
sion alphabetical index. 

This supplies one 26-divisioh index for each 
salesman and the 40-division alphabetical in- 
dex is used as a general file. 

The other drawer contains one 40-division 
alphabetical index, which takes care of the 
dead-file, which will be gone into later. 

The tray file is equipped with a set of month 
guides and two sets of 1 — 31 day guides. One 
of the "31" sets is used for the current month 
and the other for the month following. At 
the end of the current month, this set is ad- 

We are enclosing one of the 5"x8" white 
prospect cards in use at present. This white 
card is a permanent office record and a blue 
duplicate is retained by the salesman. 

In the 3"x5" file, we use a plain white card 
for ordinary follow-up purposes and a buff 
card where an appointment has been made to 
call or for demonstration. The buff card is 
also used where a prospect should be called 
on almost daily. 

Method of Operating Records 

#¥%HEN the prospects are distributed among 
\\J the salesmen, the white cards are filed 
in the salesmen's individual indices, where 
they remain until the first report has been 
made. The blue duplicates are kept by the 

By keeping a separate file of these prospects 
who have been called on, we can see at a 
glance how many prospects have been seen, 
and by keeping them in individual salesmen's 
files we can also see who is responsible. 

All those prospects who have had no atten- 
tion by the salesmen are being constantly fol- 
lowed up by literature and circular letters. 

Each salesman is required to make a daily 
report of the calls made and the result of each 
call. These reports are turned in each morn- 
ing and the information contained posted on 
the white cards in the prospect file. 

As soon as one report has been made on a 
prospect, the card is taken from the salesman's 
individual file, posted as mentioned above and 
a tickler made on the 3"x5" white and buff 

This tickler bears the salesman's name, pros- 
pect's name and address and the date on which 
the next call is to be made or a demonstration 
given. The tickler is then filed under the 
month and day indicated on the prospect card. 
Prospects Cannot Be Overlooked 

^T\HE specific dates are not mentioned 
^^S on the reports, we use our own judgment 
from the text of the report, as to how soon the 
prospect should again be called on and date 
the tickler accordingly. This eliminates any 
chance of the prospect being overlooked as 
the tickler comes out automatically. 
The prospect card is then filed in the gen- 

eral file. In this maner, we have a tickler on 
each prospect after one call has been made. 
. This tickler is set ahead from time to time 
as it is reported on until 'the prospect has 
either bought a HUDSON or some other make 
or until we are satisfied that we cannot do 
business with him. 

When this time comes, the tickler is de- 
stroyed and the white prospect card dead-filed, 
after having the final disposition posted on it. 

At the end of the year, we expect to sep- 
arate these cards which have been dead-filed 
under their different headings and find out the 
percentage of sales we made of the 1100 pros- 
pects with which we started, what percentage 
bought other makes and what percentage were 
not in the market at all. 

All salesmen are given to understand that 
if at the end of three weeks they have not 
called on a new prospect or have shown no 
progress, the right is reserved to give the 
prospect to one of the other salesmen. It is 
explained that this was a case of give and take 
which would work out to their own advantage 
in the end and have pointed out that very 
often Smith might be able to close a sale that 
Brown could not influence. 

Dailp Meetings Are Held 

ClLL salesmen meet in the office at 8:30 
7 1 each morning and the ticklers for the 
day are gone over so that the salesmen can- 
not miss keeping any engagements they may 
have made to see prospects or to give demon- 

At these morning meetings it often develops 
that one of the salesmen is going into some 
part of the city where one of the other sales- 
men has a prospect or prospects whom he has 
never seen, and it is a common occurrence for 
them to help each othei out in getting a line 
on a prospect, or if it be in a residential dis- 
trict, in getting the business address, so that 
the salesman originally holding the prospect 
can get in touch with him without wasting the 
time for a trip to the prospect's home. 

We find the meetings in the morning are 
valuable for more points than simply remind- 
ing the salesmen that they have promised to 
make certain calls or demonstrations or that 
such and such a prospect should be called on 
during the day, as it often develops that the 
sale of a HUDSON car could be put over if 
a certain used car could be disposed of and 
which we cannot handle on a trade basis on 
account of the owner asking too much for the 
old car. 

When such ca*es as this arise, it often hap- 
pens that one of the other five salesmen pres- 
ent knows of an opportunity of disposing of 
the old car, and in this way both salesmen 

New Arguments Overcome 

QEW arguments which have prevented the 
salesmen from closing with a prospect 
are often brought up, which leads to a dis- 
cussion among all present of the best way to 
meet it, with the result that they are all pre- 
pared to meet that particular argument should 
it come up again with any one of them. 

All salesmen are required to report at 8:30 
for the meeting, which generallly lasts from 
30 to 45 minutes. They are supposed to get 
out of the store by 9:30 and to call up over 
the telephone in the neighborhood of 11 a.m. 
and 3 p. m., reporting where they are, so that 
in the event of our securing a new lead, we 
can get immediate action on same. The sales- 
men generally return to the store between five 
and nve-thirty and spend the balance of the 
time until six o'clock in writing up their daily 

To do the right thing, at the right time, 
in the right way; to do something better 
limn they were ever done before; to ellni- 
inate errors; to know both sides of the ques- 
tion: to be courteous; to be an example: to 
work for love of the work; to anticipate re- 
<|iiii-cments; to develop resource*: to recog- 
nize no impediments; to master circum- 
stances: to act from reason rather thun 
rub'-. t<» be satisfied with nothing short of 
perfection. — The JL'ichl Idea. 

Digitized by 


Published weekly by the Hudson Motor Car Co., in the interests of Hudson Distributors, Dealers and Salesmen. 

Only 60 Days Left; 

Set Yourself a "TASK'1 

By E. C. MORSE, General Sales Manager 

y ^ L^ HE fiscal year is almost gone. 

I Cj Out of approximately 300 working 

^^^ days only 60 are left. 

Make the 60 count heavier on your sell- 
ing score than any other 60 days in the 

It is easy. They are the best 60 days for 
selling cars. 

The number of days remaining in the 
fiscal year are fixed. It is up to every mem- 
ber of the "Big Family" — every man who 
sells HUDSON cars — to fix his selling 
"task" for that period. 

Get out your prospect list, add to it a 
margin for new prospects who will turn up 
within that 60 days, then decide how many 
cars you can sell for the remainder of the 
fiscal year. 

Make that number your personal "task." 
Then divide the "task" up into three divi- 
sions. The first division begins today and 
runs to May 1st. From today to May 1st 
is one-fifth of the total "task." 

From May 1st to June 1st is another 

"task" period. From June 1st to July 1st 

is the last "task," for July 1st commences 

a new fiscal year. 

Napoleon said: "If you set out to take 

Vienna, TAKE Vienna." Likewise if you set 
out to sell that number of cars, SELL them. 
Of course, Napoleon didn't sell automobiles, 
his was a far stiffer job. Yet the "task" 
system was successful in his case. 

A Matter of Determination 

©UT determination, as crystallized in a 
specific "task," is a wonderful selling 
assistant. Simply deciding that you will get 
out and sell a specified number of cars and 
then carrying out every letter of the de- 
cision — to the extent of fighting hard for 
orders, working hard — actually does land 
the sales in reasonably large volume. 

I know of a HUDSON dealer who read 
Vice-President E. H. Broadwell's article in 
the "task" system in the TRIANGLE. He 
started out to sell a car a day and he did it. 
His territory was a small one, yet he ac- 
complished the "task" he made up his mind 
to do. At the end of the first week he had 
succeeded. His eyes were opened to the 
remarkable features of the plan. 

But the monthly "task" is a better plan, for 
the reason that you have a longer period 
over which adverse and good conditions 
can average themselves up. Thus you have 

a plan that is fairer to your own abilities. 

Has Built Great Institutions 

^T\HE "task" plan for the remaining 60 
^^S days of the fiscal year will enable you 
to sell as many cars as you decide you 
ought to and can sell for that period. 

Great institutions have been built on this 
"task" plan applied to themselves and to 
the selling and manufacturing force. The 
whole selling doctrine on which such fa- 
mous institutions as the National Cash 
Register Company and the Burroughs Add- 
ing Machine Company are built, is this 
"task" system. It is their whole selling 
foundation. It is responsible for their big- 
ness. Ask the N. C. R. or Burroughs 
representative in your city about its work- 

It's efficiency is little short of remarkable. 
Of course, this fact cannot be realized by 
any man or firm who has not worked under 
that system, but once a man works with the 
wonderful assistance of an actual goal to 
shoot at, he appreciates the worth of the 
"task" plan. 

Salesmen's records show that it has in- 
creased some men's orders 25% to 50%. 

It will increase your earning power to that 
extent if you sincerely attempt it. 

If you are actually anxious to increase 
your earning power, put yourself under a 
task system for the last 60 days of the fiscal 
year — the best period of the selling season 
to speed up the sales. 

Keep On Going Ahead; Let 
Others Look for Footprints 


Northwestern District Sales Manager Richard 
Bacon, Jr., at the Factory During Conven- 
tion of District Managers Held During 

Digitized by 




How to Show 
the Servii 


f IGHTY per cent of the prospective pur- 
chasers of automobiles place their or- 

_ ders with something of jnisgiving, 
largely because they somehow fear* that they 
may not be taken care of. 

But the instant a salesman is able to 
show such a buyer that the big idea of the 
"Big Family" is to absolutely satisfy the 
owner after the sale has been made, then it is 
likely that the sale is almost closed. 

There is a way to do this: 

Get out a copy of the "Owners' Bulletin," 
which goes out monthly to all HUDSON 
owners. Let the prospective purchaser 
read some of the contents and allow him to 
note how dealer's interest, factory interests 
and the owner's interests are made insep- 

Use This Gaining Point 

QAINT for him the picture of his 
ownership of that car, utilizing the 
"Owners' Bulletin" to the best ad- 
vantage. Impress the great value of the 
service rendered by the dealer and the 
"Owners' Bulletin." The moment those 
two facts have been thoroughly impressed 
upon the prospect's mind and his confidence 
in the fact that he will be taken care of, is 
thoroughly established, then you can put 
him down as practically closed. 

One HUDSON distributor goes to the 
extent of conducting a prospective pur- 
chaser through the service department. The 
salesman shows the prospect the extent of 
the facilities for giving quick service and 
good service. He shows how the firm car- 
ries a complete stock of parts at all times. 
A complete stock for the prospect's car is 

Then the salesman tells the guarantee 
the HUDSON company and his company 
places upon the car and this, with an actual 
inspection of the service department that 
backs the guarantee, insures the respect of 
the prospective purchaser. It is one of the 
things which-are responsible for the HUD- 
SOX'S selling success in some of the hard- 
est markets. 

"Cash" Levy's Idea 

/^(EORGE B. LEVY. Minneapolis, ad- 
\Jj[ vertises that the Minneapolis-Hudson 
Sales Company will "keep'" your car in first 
class running order for the entire 1912 sea- 
son free of charge, barring accidents." 
Then he backs it up by showing the service 
department which lie maintains — "a depart- 
ment where we could build a car, if neces- 
sary," as "Cash" Levy puts it. 

It is a well known fact that this line of 
selling argument is productive. To make 
that sort of sales solicitation even more 

The Salesman Who 'Phones the Prospect 

How many can can YOU sell the next 
60 days? 

That, my friend, Is yonr TASK. 

efficient you can utilize the "Owners' Bulle- 
tin," copies of which are mailed to you 

To illustrate how the Bulletin, is received 
by owners themselves are scores 6? tetters 
from owners which have reached the fac- 
tory. Each one expresses the sort of en- 
thusiasm that brings a man back to the 
HUDSON dealer's for his next car. Among 
typical letters is this one: 

"I just received the last "Owners' Bulletin" and for 
one that appreciates them as I do it seems unfair to 
file them away without commerfting on. the amount of 
useable information they contain. I have been 'in 
wrong' on shifting gears. It has always been a noisy 
change with me. Had I thought of asking about it the 
dealer might have put me wise. Thankful to say, the 
Bulletin has brushed the mud off my brain, not only 
on that subject but on many others. I got my money's 
worth when I paid for the car and I think such point- 
ers are worth more than thanks. — E. A. McDonald, 
Carthage, New York." 


sj \ MAN without a bank is a man without 

^\_ a business, for a business without a bank is 

in r^=ir 



without hope. 
By all fair and reasonable means bring your bank and 

your business into as close touch with each other as possible. 


It isn't cash, but credit, that makes for confidence and growth in the business world. 

— Henry CUws 





Banker Drives Car 8,000 

Miles— No Repair Expansa 

}TK ™- HICKMAN, of Garland, Texas, 
^^•who operates a chain of banks in the 
vicinity of Dallas, is the owner of a Hudson 
which he has driven 8,000 miles in all kinds 
of weather and on every class of roads. He 
.stated to Southern District Sales Manager E. 
O. Patterson that he had not spent one cent 
for repairs, nor had he touched a spark plug. 
He purchased the car from W. A. Fosdick, 
of the Hudson Motor Car Sales Co., Dallas. 


■ntles Manager of District "So. 2, Friend of Every 
Distributor and Dealer In His Territory. 

Digitized by VjOOQ iC 


Southern District Salesmanaffer L. J. Robinson (at 

left) and General Salesmanaffer E. C. Morse 

at Convention of District Managers. 

Why We Have Few 
$10,000 Men 

y^ HOMAS A. EDISON'S recent state- 
f~J ment deploring the lack of $10,000 
^^^ men has been endorsed by George 
W. Perkins. 

"In the past few years the men who have 
been making their way to the high salary 
work have been making these tremendous 
strides almost unprepared," says Mr. Per- 
kins. "They have risen so fast, that when 
they have reached the $10,000 point they 
haven't stopped there, but have gone right 
on up the line. 

"Changes have come so fast that the 
$10,000 man must be everlastingly alert to 
every move on the business chess board. 

"Education is a great factor in growth, 
but business brains are not built entirely 
from books. Hard experience gives ability 
to keep the mind machinery in march with 
man-made machinery. 

"The $10,000 man must be honest. The 
day has come when to be honest means not 
technically, legally honest, but broadlv, 
humanly honest. Honest in thought, in 
purpose, in act." 

The Communicative Buyer 

(EDITORIAL NOTE— This is a description of a sale which took place in a Middle Western city 
recently. The points to note are the keenness with which the salesman grasped and used information 
which the prospect save him. Note also how the seller asked for the order and rot it.) 

V^J f HIS was his second visit to the store 
/ ^j and the salesman paid the prospect 
^^^ one call. The latter was a big, 
frank, open-minded man, but in the last 
analysis he was extraordinary cautious. 

His name had been on the prospect list 
for several weeks, it having come from an 

He had owned another make of car 
previously and had sold it. "Up-keep was 
too heavy," was the general way in which 
the prospect explained his reason for sell- 
ing. "But I am not wholly certain whether 
I will buy one this year. All depends on 
what it'll cost for up-keep." 

That gave the salesman an opening and 
he went to it on that basis. He talked the 
car's simplicity. He explained that there 
were fewer parts in the HUDSON to take 
care of, fewer to adjust and fewer to ever 
need repairs. 

"Then, too, the car is accessible," con- 
tinued the salesman, illustrating his words 
by showing how each part could be reached 
without tearing away other parts. He 
showed the position of the carburetor, the 
accessibility of the motor, of the clutch, of 
the transmission. 

"That simplicity and that accessibility are 
responsible for the low upkeep cost of the 
HUDSON," the salesman said. "And here 
is a list of every HUDSON owner in this 
city. Ask them what upkeep has been." 

Prospect CroWs Communicative 

CHEN the salesman got one owner on 
the telephone. "How many miles 
have you driven your HUDSON, Mr. 
Blank?" the salesman asked. The prospect 
was listening to the conversation over a 
connecting wire. _ 

"About 3,560 miles," came the answer 
over the wire. 

"What has it cost you for upkeep so far, 
Mr. Blank?" the salesman queried. 

"With the service you folks have given 
me the upkeep has been less than $50," the 
owner answered. The salesman thanked 
the owner and hung up the receiver. "Now 
I'll get a few more on the wire," the sales- 
man volunteered. "No, don't do that. That 
proves the point," the prospect replied, "I'm 
satisfied the HUDSON is different from the 

." The prospect commenced to 

get communicative. 

'You see, my wife has been at me to get 

another car and it looks like she has me 
backed into a corner," the prospect con- 
tinued. "But the deuce of it is, every time 
we go out there's some friends to take 
along. (Here the prospect grew vehement) 
Then I pay for the gasoline, the meals and 
refreshment. Owning the car makes me 
host against my own will. And that's why 
it costs so darn much to support a car." 

Remedy is Easy 

^"rtOULD you rather make your trips 
vjy alone, without any comnany?" the 
salesman asked. "Certainly, but what are 
you going to do? Act like you were afraid 
your friends would wear out the leather on 
the seats? The result is my wife always 
invites some friends to go along with us. 
You can't get away from it. 1 know!" 

The salesman grasped at the information 
instantly. It was probably the sticking 
point that stood between him and the order. 

"I have a scheme," he said. "Driving a 
roadster, two-seated, is the way to over- 
come that difficulty. This model over here 
will probably please you," and the salesman 
led the prospect over to the roadster model, 
for he showed a liking for the idea. 

Then the salesman confined the pros- 
pect's attention solely to the classy car. He 
worked on the man's enthusiasm toward 
the idea and endeavored to shift his interest 
from the plan he suggested to this partic- 
ular car. He talked of its lines, its beauty, 
its many conveniences — he was concentrating. 
No mention, not even a comparison with 
other models was made. The order was 
getting nearer, for the man was asking 
questions pertinent to buying. 

The salesman suggested showing the 
prospect's wife the car, so she could pass 
on its comfort features, for he knew by the 
confidence the prospect had divulged that 
she would have to be satisfied. 

Woman Must 2*# Convinced 
i^\HE prospect 'phoned his wife. The 
^^/ salesman took a roadster, not the reg- 
ular demonstrator. Inasmuch as the sale 
seemed close the dealer allowed the sales- 
man to use a roadster. 

The salesman demonstrated the car to 
the prospect's wife, for the prospective pur- 
chaser had informed her of the conclusions 
he had reached as to the purchase of a car. 
The salesman confirmed the prospect's 


judgment on those decisions and she seemed 
convinced of the advisability of this car. 

In front of the man's home the salesman 
instructed the prospect on the operation of 
the car and allowed the latter to drive it 
for a few blocks. After driving it his 
enthusiasm increased perceptibly. 

"I am rather inclined to think that I will 
take this car," said the prospect after the 
salesman had asked him for the order. "But 
I guess I'll talk it over a little with my wife 
tonight. You'll hear from me in the course 
of a day or so." 

Warding Off Competition 
|^v HAT'S all right," replied the salesman. 
^^y "Glad you've decided on this car. One 
thing though — you would want this partic- 
ular car, this color, wouldn't you?" The 
prospect said that would probably be his 

"The reason I asked," the salesman ven- 
tured, "was because we have a number of 
folks who are considering roadsters and if 
this should be sold tomorrow, which is not 
unlikely, it would probably be impossible 
to get you one 'like ft for several weeks. To 
insure you against disappointment, it might 
be well to order it tonight, let us tune it 
up ^omorrow and you can drive it tomorrow 
evening." -*»*— 

But the prospect wouldn't order it "to- 
night," he said. "Well, that was merely a 
suggestion," said the salesman. "Inasmuch 
as you are going to talk it over tonight, Til 
'phone you along about 10 o'clock tonight, 
so no one can buy it tomorrow morning." 
And the salesman drove away. He felt no 
competitor could connect up with his pros- 
pect between that hour and 10 o'clock. 

That night, punctually at 10, he 'phoned 
the prospect and learned the news that he 
wanted to hear. The next morning at 9 
o'clock at the prospect's office, the sales- 
man got his signature to the order and re- 
ceived his check in deposit. That evening 
the car was delivered. 

What This Sate Teaches 
£*yOU, as a salesman of automobiles, 
^*p probably have to handle a communi- 
cative buyer every day that you go out to 
call on prospects. Such a man is easy to 
draw out and it is important that you draw 
him out to the limit. Then you can fit your 
selling talk to his case nicely. 

And you know that when you do that, 
you have the short-cut to the order. Be a 
good listener when you get your man 
"opening up." Mentally note the points he 
tells that you can make the basis for his 
buying the HUDSON. 


Southwestern District Salesmanairer E. O. Patter- 
son (at left) and Central District Sales- 
manner W. J. Bemb .t Convention. 




Babe ef 18 Mentbs Helps Land Quick Order for Car 

By ALLAN S. W1DEMAN, Wideman'. Garage, Warsaw, Ind. 

HITTLE things like the one in the picture sometimes have a great effect 
in making sales. The other day the writer took the photo enclosed of 
his little girl, a year and a half old, sitting at the wheel of a new 
HUDSON "33" which we had just received. 

While taking the picture a gentleman and his wife happened to he pass- 
ing and stopped to watch the proceedings and incidentally to admire the little 
girl. The writer made himself known to them, invited them to inspect the 
car and have a demonstration and in scarcely an hour from the time the 
couple stopped, I had their check in my pocket for the car. 

We learned afterward that the couple had decided on another car and 


the Car Sold 

GHAM, Advertising Manager 

KE wrote about the meanest letter the 
factory had ever received. He is 
one of the leading officials of the 
Presbyterian church. Yet that did not de- 
ter him from expressing in mild language 
a firm conviction that he was dissatisfied 
with his purchase. 

The complaint was all the more serious 
and cut all the deeper because of the nice 
way in which it was made. He said that 
an hour and a half was lost in getting the 
motor started in the dealer's salesroom and 
that in driving home they were unable to 
get a speed in excess of twelve miles an 
hour and that on the smallest grade it was 
necessary to go into first gear. 

In utter disgust the car was turned into 
a garage and the owner looked up a re- 
pairman. He monkeyed with the car for 
an hour. He failed to get it so the motor 
would start. You can imagine the constant 
falling enthusiasm of this new owner who 
had looked forward with such confidence 
and pleasure to his new purchase as he saw 
that his car would not run. 

Boo* Helped J#// Car 

XN his complaint to the factory he quoted 
paragraphs from the company's literature 
and he showed such a familiarity with "How 
to Choose a Motor Car" that it was quite evi- 
dent that that piece of literature was one 
of the principal factors in causing him to 
choose the New Self-Starting HUDSON 

So serious was his complaint that an of- 
ficer of the Hudson Motor Car Company, 
who happened to be in the neighborhood, 
personally investigated it and here are the 

This new buyer called at the salesroom 
of the dealer of whom he bought the car 
and with the repairmen and the officer of 
the company they went to the garage where 
the new automobile was kept. It had been 
in there four days. It had not been touched 
in that time. 

The repairman turned over the Disco 
starting crank, touched the button and the 
motor started immediately. Before we left 
the store the dealer said: "If you can start 

the motor in five minutes I will be entirely 
satisfied." It started instantly. 

Did 35-Mile Speed 

[O we took the car out of the garage 

and in less than two blocks had it 

doing a speed of 35 miles an hour. We 
could not maintain that speed because it was 
in the crowded section of a big city. We 
came back up the steepest grade in the 
neighborhood — one so steep that no car does 
it on high. Comparatively few do it on sec- 
ond. We climbed that hill on second with 
four men in the car. 

This experience demonstrated why the 
new owner had failed to get satisfaction 
from his car. 

It had been delivered to him without any 

The only trouble with the man who made 
the complaint about his car was that in- 
stead of turning the Disco starter handle 
once, as he had been positively instructed, 
he turned it over many times and instead 
of pressing the starting button in and hold- 
ing it, he gave it a quick touch. 

The result was that he filled his cylinders 
with acetylene gas and the repair man whom 
he called in not being acquainted with the 
car and not understanding the cause, could 
not explain why the motor did not start. 

The reason he was not able to get up speed 
was that he was driving his car with his brake 
set. It had not been explained to him. 

Now in a case like this, the blame is 
placed upon the car. The owner never ad- 
mits that he is at fault. 

Although this owner had owned two cars 
previously, neither of them were exactly on 
the same principle and not being a man of 
a particular mechanical bent, he did not dig 
out the information for himself. 

Now this occurred in the affairs of one of 
the biggest automobile dealers in the coun- 
try. It showed that even the biggest in- 
stitutions can find ways of improving their 

Standard Oil Improves Its System 

eVEN the Standard Oil Company, ac- 
knowledged the most thoroughly or- 
ganized and efficient combination of men 
the world has seen, has found ways from 
time to time of improving its efficiency. 

In the matter, for instance, of feeding 
horses, it was learned that instead of hav- 

ing each barn boss in each of the thousands 
of towns throughout the country where it 
operated its business, feed the horses ac- 
cording to his own idea of what the horses 
needed, an expert after thorough investiga- 
tion, knowing exactly what the horses did 
require, issued instructions. 

It was stipulated precisely how many ears 
of corn should be given a horse in a day 
and how much oats, and as a result the 
efficiency of the horses was increased and 
the saving to the company in one year ex- 
ceeded a quarter of a million dollars. 

This is merely mentioned because it 
shows that even with a thoroughly organ- 
ized institution, such as the dealer in this 
case has, he is apt to overlook some essen- 

Not Really Sold at Delivery 

HOR that reason the story of this man 
who was not "sold" is told. 

An automobile is not really sold even when 
you have delivered it to the buyer and col- 
lected his money. 

For with each sale the dealer must figure 
if he is making money — that that sale will 
influence additional sales. He must also 
realize that when the delivery is made, it 
does not carry with it an interminable 
amount of repair work, of charges and at- 
tention. All these things are the result 
of lack of proper instruction to the owner 
when the car is delivered to him. 

So to overcome that this plan was 
evolved. It might be a good thing for you 
to use. 

l!~hcnc:'cr a car is made ready for del i: tv.v 
to a customer an instruction book for ("lii c:r 
is placed upon the front seat and as tic !..- 
struct or in I he operation of the car o :os <">:,- 
the vuri'>tts tilings for t'ne oiener io ranou'cr 
and to do, he calls attention in t'ne hook V 
the description it gives of the tning ah nut 
■zehich he is talking. 

Thus there is established in the buyer's 
mind a- more definite impression of this 
strange information that is being given to 
him. He has heard your instructions, but 
if it is not quite clear to him, he recalls 
the appearance of the page in the book that 
described the same thing and consequently 
he can refresh his memory. 

It is especially important that in deliver- 
ing cars the job be done clean, and that the 
owner understands it is more profitable to 
sell a car to a man who knows than to one 
who cannot understand. The latter will al- 
ways be a source of trouble. He is a corn- 
plainer. He is unreasonable and his unrea- 
sonableness often is a lack of proper and 
thorough instruction when he gets the car. 


Eastern District Salesmana*er C. M. Babbitt at the 
Managers' Convention. 

Digitized by VjOOQ iC 

Published weekly by the Hudson Motor Car Co., in the interests of Hudson Distributors, Dealers and Salesmen. 






Only 54 Days Left ! 

— a Talk With Salesmen 

By E. C. MORSE, General Sales Manager 

ONLY 54 days are left ! 
Last week's TRI- 
ANGLE told you 
there were only 60 days left 
of the fiscal year. 

Today that drops to 54 
days. Ask yourself what 
the last 6 days netted you 
in profits. I asked you in 
last week's TRIANGLE to 
set yourself a "task" — to 
add up the number of pros- 
pects you had, to add a few 
for additional prospects you 
will get during the rest of 
this month and May and 
June, and to decide what 
percentage of that number ■• c - morse 

you ought to sell during the 
60 days following. Then I asked you to 
re-divide your prospects into three di- 
visions, April, May and June. 

I asked you to go out and sell that 
number of prospects — to get that num- 
ber of orders for each period. 

One week — 6 working days — are gone. 
In that time you should have sold 10 
per cent of your total task, for the 60 
days. If you planned to sell 10 cars 

between last week and July 
1st, the end of the fiscal 
year, and you didn't sell at 
least 1 car last week — then 
you failed in your "task." 

But don't get disheart- 

You won't fail another 
week — you can make up 
what you lost last week. 
You can make it up this 
week. You will have to 
work twice as hard, but it 
can be done, if you decide 
it can. And you can or you 
wouldn't be selling cars to- 

Get out and work hard 
this week, for this is the 
last week in April. Lay out your calls 
for this week. Start early. Work late. 
See everybody you plan to see. Bring 
every human pressure to bear to get the 
orders now. Don't fool yourself with 
reasons "why you lost the order." 

Finish reading this TRIANGLE. Then 
For there's only 54 days left ! 
Just WORK to heat the band! 


to Call on To*Day? 




How To Absolutely Prove 

Soiling Points of Upkoep 

nOW much will upkeep cost me"? is 
the primary question that occurs to 
the prospective purchaser of a mo- 
tor car. 

A salesman can, by constantly touching 
upon the point, build up sufficient confidence 
that upkeep will be low, to take the order — 
if it hinges, on that point. 

But there is a better way, and a shorter 
one. It is the conception of Tames A. Shea, 
Hudson dealer at Fitchburg, Mass., and con- 
sists of first securing statements of repairs 
from each owner during the period his car 
has run. It might be well to confine the 
statements to owners who have run their 
cars not less than 3,000 or 4,000 miles. 

Then boil each statement down to a few 
lines, so it will take but a few minutes to 
read them, and put them into printed form 
in the shape of a leaflet. 

Mr. Shea has 13 Hudsons operating in 
Fitchburg. From each owner he secured a 
mileage and repair statement with a few 
words of comment as to the satisfaction 
gained from the car. 

Leaflet Gives Story At Glance 

i^\HESE he put into a four-page leaflet. 
V»/ The first page, summarizing total 
mileage and repairs, bears this title: "Six 
Miles for a Penny." Beneath this is the 
sub-title: "Astounding Motor Car Record 
Made by the 13 Hudsons Owned by Fitch- 
burg Families." The rest of the first page is 
taken up with a picture of the car over the 
Triangle trademark. 

Pages 2 and 3, headed "Record of Thir- 
teen Hudsons," are devoted to the state- 
ments by owners, this being the form in 
which they were presented: 

Car No. 1— Purchased Nov. 1, 1911. Mile- 
age, 3,000. Repairs, $5. Car has been up 
to expectations and nothing but the highest 
praise for the car. Signed . 

Not only can these leaflets be used as fol- 
low-up literature by dealers, but can be re- 
ferred to and commented upon by the sales- 
men in discussing the car with prospects 
whenever the point of upkeep is brought up. 
For they are the absolute final proof of the 
general belief among motorists that sim- 
plicity cuts a deep gash in upkeep. 

. Put the Idea Into Use 

?T*OU can put this idea into execution 
^5F within a few days by sending this 
form, printed on a stamped return postcard, 
for your owners to fill out and mail to you: 

Type of Car 

When Purchased 




Name Address 

Have the postcard addressed to you and 
have the form above printed on the back. 
Enclose it with a letter, stating the purpose 
and asking the return of the "enclosed 
stamped postcard filled out at your earliest 
convenience." That will give you the fig- 
ures. Then average them up, determine the 
number of miles per dollar for repairs and 
you have one of the best lines of selling 
talk it is possible to get. 

Call in the printer and start the ball roll- 
ing today. There are 54 days left for the 
idea to help you sell cars. It is helping Mr. 
Shea sell cars. It will help you as well. 

" W J N LESS you do the whole thing you can't do anything in business as it runs today. 
^ There's stitl plenty of room at the top, but there isn't much anywhere else. The 
way to think of a thing in business is to think of it first, and the way to get your share 
of the trade is to go after all of it. Half the battle's in being on the hill- top first and 
the other half is in staying there. " 

"A Lighting System? 

Cirtalnly-Havt a Match I" 

aNDER the guidance of President Harry 
L. Archey, of the Indianapolis Trade 
Association, who is also the HUDSON 
distributor, Indianapolis wound up its first 
automobile show in a blaze of triumphant 
glory. For it was a huge success in HUD- 
SON sales. Thus Mr. Archey and Mr. Frank 
L. Moore, the Archey-Atkins salesmanager, 
scored double. 

For the wind-up night some of the accessory 
companies issued cards, telling visitors to 
present the pasteboards at certain exhibits and 
receive horns, souvenir rings, "Jersies," 
lighting systems, coat-hangers and other arti- 
cles of like usefulness. 

When the visitor presented the card entitling 
him to a souvenir ring at the proper booth, the 
attendant jerked a rope and clanged a 40- 
pound bell. He got his ring. 

Another card was good for a horn. Here 
the visitor received a regular shoe horn. An- 
other card of solemn type could be exchanged 
for a "Jersey." The answer was a Jersey 

The presentation of still another card en- 
titled one to a coat-hanger. Any one who had 
the courage to deliver his card received a nail. 
A card calling for a souvenir pin was reward- 
ed with a clothes-pin. Still another in red 
type was good for a "Superior Souvenir Light- 
ing System" and the attendant upon receiving 
the red-typed cards proffered the visitor a 

The visitors enjoyed the carnival that fol- 
lowed the wind-up of the show the last night 
as much as did the automobile men. 

In 26 Inches of Snow; 
Lost Not a Day All Winter 

KERE is a photograph of a New Self- 
Starting Hudson "33" showing the car 
in twenty-six inches of snow on March 
24th in Kansas City. This is just a fair 
sample of this past winter, as Mr. Berkowitz, 
the owner, states that he has driven the car 
every day, no matter what the weather condi- 
tions, and as this has been the most severe 
winter in the memory of any Kansas Cityan, 
it is just another proof that the New Self- 
Starting Hudson "33" is equal to any service 
to which it may be put. 


/COURTESY is tke Eye 
^ which Overlooks your pros- 
pect's broken Gateway, but sees the 
Rose which Blossoms in his Garden. 

Digitized by V^jOOQiC 


Jones' Plan of 
Into a 

J\.eiv Territory 

XN his efforts to increase his business 
and to get Hudson sales started in new 
territory, E. T. Jones, Akron, O., deal- 
er, goes at things from the long view point, 
thoroughly confident that if he lays a good 
foundation for sales that the sales have got 
to come his way. 

The Hudson Company recently added to his 
territory a county in which several cars had 
been placed by a former dealer, but in which 
no efforts to take care of Hudson business 
had been made for several months. What did 

Jones do? 

Open a place in the largest city of the 
county, and try to solicit a few orders from 
his office door? 

Not a bit of it — that would have been put- 
ting the cart before the horse. He sent his 
head mechanic in a Hudson car to every Hud- 
son owner in that county. He talked with the 
owners, looked over their cars, and gave the 
essential attention if anything was necessary. 

He charged his head mechanic's time and 
the material to his JIudson service account. 

Similar trips to these owners will be made 

The result is obvious — Mr. Jones is getting 
the confidence of these Hudson owners, who 
in their respective localities are going to be 
continuous Hudson advertisers for him. 

His Next Step 
i^vHIS procedure he is going to follow up 
^]/ by opening a salesroom in the largest 
city of the county in charge of a competent 
man. That Hudson business is going to grow 
in this county as a result of his longsighted 
and systematic way of going after it is a fore- 
gone conclusion. 

He is a strict believer in fixed values for 
automobiles. To insure this value he sticks 
to "one-price-to-all." The other day Mr. Jones 
took a 1911 Hudson in trade for a 1912 "33" 
and the same day sold the '11 Hudson for 
$1200. This was after a year's use and strik- 
ingly shows how a fixed list price affects the 
value of second-hand Hudsons. 

The second-hand '11 car, with equipment, 
originally cost $1500. 

Imp Car In Publlt Eyt; Htwspaptr Publicity That Nalps Land Tha Ordars 

HOUIS GEYLER, Chicago distributor, 
made a quick sale of a coupe the 
other day. The man ordered the car 
about 15 minutes after he had in- 
quired about it, for it was a beautiful coupe. 

Mr. Geyler told about it to the represen- 
tative of a paper in which he advertises and 
the newspaper man wrote a story about it. 
The next day the Geyler show room felt the 
direct result of the story in inquiries about 
a similar coupe that could be traced to this 
newspaper article. 

That's the way newspaper publicity can 
work for you. It is as much of a factor as 
advertising if used consistently in papers 
which get advertising from you. It will 
help you land the orders. For the sort of 
publicity which is now being issued by the 
Hudson Motor Car Company, to dealers for 
use in newspapers in which they advertise, 
has both selling value and news value. Its 
newsiness helps it pass the editors; its sell- 
ing points on Hudson cars make it import- 
ant that you make good use of it among 
newspapers that get your advertising. 

The factory keeps books on the amount 
of publicity it gets in papers used for ad- 
vertising. Three clipping bureaus furnish 
the factory with clippings from every paper 
in the United States. At present the "Big 
Family'* is getting approximately 1,200 lines 
of publicity a day, counting 30 days to the 

Some Dealers Not Getting Enough 
(CiUT here's the rub: In some territories 
4^J dealers and distributors, who are plac- 
ing advertising in newspapers, are losing 
out on this publicity opportunity. Good 
news articles, with important selling value, 
are not being used by some of their news- 

This does not indicate that dealers are at 

fault. It demonstrates that the papers in 
those territories are not giving those dealers 
the publicity they deserve— for the amounts 
expended in advertising. 

March was the biggest publicity month in 
a year for Hudson dealers and distributors, 
but there are certain spots on the map 
which were bare of any evidence of the 
good stories being sent out to newspapers 
with the request that they be used. 

Watch your publicity carefully. News 
stories, with selling value are being issued 
regularly. When you get them, be sure 
they are passed on to the newspapers with 
the request that they be utilized. Pub- 
licity is a part of selling. Neglecting it is 
equivalent to throwing away a few of the 
points you talk relative to the car. 

Strictly Personal 

KARRY L. ARCHEY, Archey-Atkins 
Company, Indianapolis distributors, 
made a flying trip to the factory. 
He is planning a new building to contain the 
finest Indianapolis salesroom. 

Walter Wood, Marietta, O., dealer, was at 
the factory. Mr. Wood went through the fac- 
tory drinking up enthusiasm. 

E. T. Jones, Akron, O., dealer, was also at 
the factory. He is a stickler on one-price- to- 
all. "I do it to protect Jones," said Mr. Jones. 

The world's greatest ventriloquist sketch 
was pulled at Mr. Broadwell's dinner to the 
district sales managers. Cast o* characters: 
Ventriloquist, Bacon; transmitter, Bemb. 

Dealer Groves, York, Pa., operates the most 
complete garage there. He is a keen sales- 
man. He ought to have a big Hudson busi- 
ness this spring. 

Jess Draper, who knows automobile condi- 
tions from A to Z, has earned a reputation as 
counsellor for dealers and distributors of Dis- 
trict No. 2, as has C. M. Babbitt, who covers 
the eastern district. 

Poet Laureate E. O. Patterson of the "Big 
Family" says southwestern conditions excel 
any year in that section's history. 

How many prospects did you call on yester- 
day? Any orders? Can you fatten the bat- 
ting average to-day f 

Car Plunges Down an 
Enbankment; Unscathed 

FuhoB Auto Supply Company, Atlanta, Ga. 

XWANT to give you an instance which 
shows again the strength and durabil- 
ity of the New Self -Starting Hud- 
son "33." 

A few days ago one of our customers left 
his car standing on a hill, and placed a large 
rock behind the back tire. In some way the 
rock slipped and the car rolled backwards 
down the hill, and fell down an embankment 
of twelve feet. 

The car did not turn over, but simply fell 
on the back wheels, rolled a little ways, and 
did not even scratch the car in any way. This 
shows the strength of the springs and in other 
ways shows just what the New Self-Starting 
Hudson "33" is. 

In this connection we wish to state that we 
succeeded in selling a real estate man a Hud- 
son after he had used two . He is one 

of our most enthusiastic owners, and his part- 
ner today placed his order for a 1912 maroon 

His Hlohuass tha Maharajah of Huthwa, India, In tha Car You Sall-Mnnaonr Aonoy, of Stapfaton 
* Co., Caloutta at tha Whaat. " - ■ - - - 

Ha SaM tha Car. 

Digitized by 



Only 54 Vays Left! 

Dont Kill The Sale By 

Giving Meagre Information 

\^fc 'HE other day a man was considering 
M ^j the purchase of a high-priced car. 
^i_r* He had simmered his choice down 
to three cars ranging in price from $3,000 to 
$5,000. Finally one day he decided that he 
had made up his mind on a certain car and 
he had paid down his deposit on it. But he 
still liked the great prestige of one of the 
cars which he had considered. 

On the other hand the car upon- which he 
decided actually looked to him like a bigger 
value — and he cited the points to prove it. 
"Where did you get the information that the 
car you picked had those features and the 
one you turned down didn't have them?" the 
writer asked. 

"From letters each of them wrote me each 
week," he replied. 

"But the dealer who sells the car with the 
prestige didn't infer or tell you it was shy 
on those things, did he?" the writer queried. 

"Naturally, not," replied the buyer. "But 
the dealer for the car I bought, told, in his 
letters, how his car did have those features 
and the other didn't say anything about them 
— and I gathered most of my information 
from their letters — I am a busy man and I 
had to get my information that way. I visited 
the stores only once and had one ride in each 

What Sold This Car 
^"rtHEN the writer made an inspection of 
Vix the follow-up system, with which the 
responsibility for the sale must be placed, for 
only the closing of the order was left to 
the salesman. 

The car which had lost the order had sent 
the prospect clever, short, snappy circular let- 
ters — good letters, too. They had come at 
intervals of about a week apart, the dates on 
them showed. The catalog had been received 
by the prospect with the first letter. He had 
"looked it over," he said. It looked as if the 
clever letters ought to have brought the order. 
They were short, read in a minute, and 

But the fatal error was the information 
they gave was meagre. The letters were dis- 
astrously short — about half a typewritten 

Not enough information could be given in 
that half typewritten page to sell a $i article, 
much less a $5,000 car. 

The Other Letters 

M (CiUT he probably thought you wouldn't 

vkiJ take time enough to read through a 
longer letter," the writer ventured. 

"Believe me," the buyer said with some 
heat, "when I'm spending 5,000 great big 
simoleons, I'll read a lot of stuff about what 
I'm going to sink it in. I knew that I had 
to be careful about choosing a car and I 
devoured every letter I got. I'll admit I was 
close to the starvation point for information 
from the ." 

"True, but don't you know that the car you 
didn't buy has all of the features of the car 
you did buy?" the buyer was asked. He was 
amazed and said it was the fault of the men 
who lost the sale not to give him that infor- 
mation. And he passed up the whole matter 
with that decision. 

But the thing that won that sale was not 
limiting the information — it was sending this 

54 Left. 

buyer a letter long enough to tell the story. 
The incidents proved that he read every line 
of letters that were a page and two pages 
in length. 

And this was perfectly natural, too, for 
when a man is paying hundreds of dollars 
for an article, he is going to absorb volumes 
of information about it. The more informa- 
tion, providing it is interesting, the deeper 
the message goes, the quicker is the man's 
confidence built up to the buying point. 

People who arc actually in the market for 
an automobile zciii read a two-page letter, the 
same as yuu zvouni, if you were in their places. 
It's meat, information for them, in deciding 
one of the biggest purchases of their lives. 

Throughout the "Big Family" the dealers 
who are getting the business hand over fist 
are those zvho are using circular letters big 
enough to gi:e the purchaser the total story. 

Don'* Play to the Orchestra 
j^\HE salesman of any article in order to 
^^y be successful has got to get the pros- 
pect's viewpoint and talk to him from that 
viewpoint — or he won't sell goods. You con- 
stantly talk to the buyer from his viewpoint. 
It is your best way of selling cars. 

But when some men come to the advertising 
end of their business they completely flop 
over to their own private viewpoints and, if 
circular letters are being considered, they 
say, "Send out short letters, they won't read 
long ones" — and all because they wouldn't 
read long ones. Yet they never consider that 
the reason they won't read long ones is be- 
cause they are in the business — that is why 
such letters are uninteresting to them, but not 
to the customer. 

Inasmuch as the customer is the man you're 
pleasing — not yourself — it is good business to 
quit playing to the orchestra. The dealer who 
does will be surprised at the increased profit- 
ableness of his circular letters and business 

The Triangle circular letters — there is one 
in this issue — are built to sell the customer, 
not the orchestra. 

TRIANGLE Letter Results 

By E. L. GRAY, Saranac Lake, N. Y., Dealer. 

v -»-'N one case especially, we have just tied up the 
1 sale of a car without much effort to a man who 
^JL^ had received these letters about four weeks. 
He stood in front of our place of business about two 
weeks ago and he has since told us that at that time 
he had no idea whatever of purchasing an automobile. 
He was invited to take a short ride and shortly we 
had his order. If the letters had not shown him what 
the Hudson was and given good reasons for purchas- 
ing it, he certainly would not have given us his check 
without looking around more than he did. 

By J. H. PHILLIPS, Phillips Automobile Company. 

INCE beginning the circular letters we have sold 
19 cars. 
. _ All but two of these have had circular letters. 

Every prospect whose name we get receives the circu- 
lar letters automatically. We find among those we sell 
and those we do not a very strong interest in the 
circular letters. 

By C. BERLIN BOYD, Albertson-Boyd Co., 
Kansas City. 

INCE starting the circular letters we have sold 
two cars out of our original list of prospects, 

. in addition to making one dealer's contract. 

We are using the letters regularly. 

By H. B. RITTER, Rltter Automobile Company, 
Madison, Wis. 

aS to the effect of the TRIANGLE letters on 
prospects, we cannot praise these too highly. 
It not alone has the desired effect upon the 
prospective buyer, but it also impresses him that Hud- 
son dealers are wide-awake and do not lose sight of 
one who has indicated a desire to own an automobile. 

They Are Helping Sell Cars 

N addition the Imperial Motor Car Com- 
pany reports that "we have been greatly 


benefited by the use of these circular letters 
and we believe it has been the means of 
securing a large amount of business for us." 

Since Albany, N. Y., buyers began to re- 
ceive the letters C. S. Ransom has sold a 
New Self- Starting "33" although the season 
there has not completely opened up. 

H. B. Gray, Fort Plain, N. Y., has lined 
up an excellent prospect list as a result of the 
circular letters. He is daily looking for a 
number of sales as a direct result of the let- 

"There is no doubt in my mind but that the 
letters have brought us good results," is the 
way Manager F. R. Mahoney of the Canadian 
Motor Car Sales Co., Ltd., Regina, Can., puts 
it. "When a man buys a car he does not 
often tell you why he bought that particular 

The Park Auto Company has received a 
number of valuable "strikes" from their let- 
ters; that is, a number of people have answered 
them and become hot prospects as a result. 

A number of instances illustrating how the 
letters brought prospects back to the sales- 
rooms and their orders were secured has been 

Polite Presentation of 
Others Second-Hand Values 

Row* & Huffaker. Jacksonville. DL 

^^^HE circular reproduced below we have 
I c J enclosed with our regular weekly TRI- 
K^y ANGLE letters on the Hudson. 

The and dealers have been 

our strongest competitors and the is 

what we previously sold or "celled" here. You 
can see the weight this would have — a truly 
hard blow — politely presented to all prospec- 
tive buyers. 

In addition we impress upon buyers that 
there are no second-hand Hudsons for sale 
in this territory — if there are, there is a de- 
mand for them and we take them in and sell 
a "33" very easily, thanks to the pleasant 
relations maintained between factory and cus- 

By courteous treatment to our competitors' 
owners we get permission to list these cars — 
we didn't buy them, but had authority to sell 
them because in an offhand way — unobstrusive- 
ly — we showed these owners outside the "Big 
Family" — the simplest, most up-to-date cars 
on the market— the Hudson "33"— the best 
buy for the money and then some. 
Text of the Circular 

XF any other dealer should want to use 
this, he should, of course, pick out his 
strongest competitors in his territory. We 
don't knock or sling mud, but we like to make 
the other dealers here take our dust in little 
matters of this kind. We don't mention this 
to anyone else — of course not — but we don't 
mind telling you as long as it's all in the 

Below is the text of the circular, names 
of cars and details omitted : 


Howe * Huffaker, 

Jacksonville, Illinois 

In connection with the sale of new Hudson "SZ" 
cars we wish to announce that we have for sale a 
complete line of used cars, at most any old price, 
which we would be clad to show you at any time. 

We have especially attractive prices on all of 
these cars and anyone in the market for a used 
car cannot afford to overlook these bargains. 

These are cars belonging to people in wis vicinity 
who are wanting better cars and have chosen the 
Hudson "38" and are prepared to sacrifice their old 
cars. These are to be sold at one-half to one-third 
of their original price and are doubtless bargains. 

We would be glad to take up the matter with 
you at once. 

We offer you the following list of ears any of 
which are subject to previous sale: 

(Here the used cars were listed.) 

54 t WORK 

Digitized by V^OOQiC 

Published weekly by the Hudson Motor Car Co., in the interests of Hudson Distributors, Dealers and Salesmen. 

48 Working Days Left; Fiscal Year 

Almost Gone; Head Off The Calendar! 


By R. B. JACKSON, General Manager 

OUR fiscal year is waning, for only 
48 working days remain in which 
to accumulate orders for that 

Last week it was 54 days. Six of them 
have sped away since the last number of 
the Triangle and it is up to every sales- 
man of the "Big Family" to ask him- 
self whether he is going to make the six 
working days of this week produce a 
heavier total of work and profits than 
did the past six days. 

It is up to every salesman to key him- 
self up to a pitch that will make him 
determine the number of sales he will get 
in May. Four days of May are already 
gone. Only 23 days of May are left. 

For the present pit your energies against 
those 23 days. Head off the calendar. Last 
spring how many cars do you suppose you 
sold in any 23 days of May? Look up 
the records. They will show what your 
orders were for that period. 

Now then — add 25% to your total sales 
last May. Maybe you can add more and 
safely get away with it. If you think 
you can, do it. 

But make that figure your "task" for the 

remaining 23 days of May. Line up your 
prospects — they will fall easiest these 
spring days. And then start out after them. 
Work hard — exhaust every bit of selling 
strategy you know. Give them a taste of 
what a New Self- Starting Hudson "33" 




Sun. Mon. 

Tue. Wod. Thu. 

Fri. Sat. 

•5* S* 

"£ X S 

5 6 

7 8 9 

lO 11 

12 15 

14 15 16 

17 16 

19 20 

21 22 23 

24 25 

26 27 

25 29 30 

51 F »° 

means this summer. 

You know the prospects who are most 
likely to order first. Get after them. 
Work them as hard as is safe. Don't 
leave a stone unturned to bring in the 
order. And if you don't leave a stone un- 
turned, you'll GET THE ORDER! 

If what you read here makes you get 
out and work like a demon for orders — and 
that extra work lands the sales for you — 
then you will be glad that you followed my 
advice, won't you? 

And remember, what I say here, is good 
for you, whether you are the star of Dil- 
lon's organization, or Chapman's or To- 
back's or Fosdick's or Grove's or Jones' 
or Geyler's or whoever you are selling 
for — or if you own your own Hudson 
agency and do all the selling yourself. 

The man who gathers most from what 
he reads and sees is today's successful 
business man — but the man who lets val- 
uable tips slide off his brain like water off 
a duck, helps swell the ranks of the fail- 

Its harder to get out of bed in the 
morning if you lay there a few moments 
after you awaken. Likewise its harder to 
get started fighting for a big batch of 
orders for the last 23 working days of 
May, if you hold a debate as to whether 
you'll do it or not. 

Get out and fight! 

Make to-day and every day the biggest 
day of the year in results. Today is always 
the most important day to do things! If 
you don't start fighting for orders to-day 
you'll never start! 

The calendar is knocking off the days 
at a pace too fast for you to overlook. 

Go to it to-day — only 48 precious days 


" . . . . what I say here is good for you 
whether yon are the star of Dillon's organiza- 
tion, or Chapman's, or Toback's, or Fosdick's, 
or Groves', or Jones', or Geyler's or whoever 
you are selling for — or if you own your own 
Hudson agency and do all your selling yourself. 

"The man who gathers most ideas from what 
he reads and sees is to-day's successful busi- 
ness man, but the man who lets valuable tips 
slide off his brain like water off a duck helps 
swell the ranks of failures." 




Sun. Mon. 

Tue. Wed. Thu. 

Fri. S*t* 

i~a N.M. 

r.o. r.u. 


7 IS 

si a» 


2 3 

4 5 6 

T 8 

9 lO 

11 12 15 

14 15 

16 17 

16 19 20 

21 22 

*%o 24 

25 26 27 

25 29 

Digitized by VjOOQ IC 


65 Ducks and a Barrel of 

Orders that *Dealer C. /. Claudon 

of Fairbury, Illinois, Got. 

zAn Ingenious Selling Idea 

To Interest the Busy Farmer 


fEEWHILIKENS, I'm out of gaso- 
line! I'm a mut! Miles from a 
, garage and no gas ! Anybody who 
don't know any more about machinery than 
to know an automobile can't run without fuel 
ought to have the best little car in the world 
taken away from them." 

The motorist apparently didn't notice that 
he had an audience — a farmer and the lat- 
ter's wife were sympathetically listening to 
his vivid description of himself. Finally the 
farmer started toward the man, who by this 
time had gotten out of the car. 

After the farmer had greeted him the motor- 
ist repeated what he had done — forgotten all 
about gasoline. "I guess I had begun to think 
she was human," explained the motorist, ex- 
tolling the car's merits. "Just like me to for- 
get about everything. As I raced along the 
road, I probably thought that when she want- 
ed gas she'd say so in a loud voice. Can't 
get any gas from you, can I?" 

The farmer didn't have any and it was 8 
o'clock, and a good many miles from town, 
so the motorist asked if the farmer could 
put him up for the night, to which the farmer 
readily consented. 

Talk Automobile Merits 

i^\HE motorist 'phoned the Hudson garage 
^^y in the town from which he had come to 
bring out some gasoline early in the morning. 
He gave explicit directions and over the 
'phone told the farmer's kindness. He seemed 
to know the man he was talking to in the 

In the farmer's sitting room the conversa- 
tion turned to automobiles and the latter ex- 
pressed the intention of getting a car when 
spring plowing was done. He asked the 
motorist about his car, about its construction 

and, in the lamplight, the latter explained the 
simplicity of the car, which allowed fewer 
parts and made it possible for the maker to 
give extraordinarily big value for the money. 

The farmer became interested, got a lan- 
tern, and outside they went over the con- 
struction of the car, the motorist explaining 
this and that point of superiority. He told 
how many Hudson owners had driven their 
cars thousands of miles without even touch- 
ing a sparkplug. 

He called the farmer's wife's attention to 
the beauty and roominess of the body and 
built up a respect for the car in both their 
minds. He told how people considered the 
car worth from $2,000 to $2,750 in comparison 
with other cars. This seemed to make a hit 
with the farmer. He calculated that he'd 
have to think about the Hudson when he 

Next Morning 
i^sHE motorist got up with the sun next 
^y morning and when the farmer finished 
his morning chores and came in to breakfast 
the man with .the gasoline had arrived. The 
motorist introduced the man from the garage 
and stated in the farmer's presence that the 
latter was a good sensible judge of values, 
in which case he wouldn't be likely to con- 
sider any other car than the Hudson. 

The man from the garage made an appoint- 
ment to give the farmer and his wife a ride 
within a few days, so they could decide 

whether the good words they had heard were 
true and whether this was the car they want- 
ed. The motorist thanked the farmer heartily 
for his kindness and hurried on his way back 
to town. 

And then, members of the "Big Family." 
with the prospective purchaser's primary edu- 
cation on the car completed by the motorist, 
the salesman's work begins, the motorist hav- 
ing paved the way for the sale. 

The Plan Mr. Parser Evolved 

j^\HE completion of the sale to the farmer 
^^S is another chapter. 

But the above is the little selling drama 
that F. D. Parker, your Decatur, 111., fellow- 
member of the "Big Family" was planning to 
stage upon the recent visit there by Walter J. 
Bemb, Central District Sales Manager, to his 

You see all the farmers are busy with spring 
plowing in April, and May is another fairly 
busy month for the farmer. Consequently the 
question was : "How can we get to the farmer 
when he is too busy to see us?" The plan 
told above was evolved. The Triangle 
has had no report as to the success of the 
plan, but it has the earmarks of being cap- 
able of helping land the orders before com- 
petitors get to the farmers. 

The "motorist" was to be a man outside his 
organization, the man who brought the gaso- 
line, the salesman whose duty is to follow up 
the prospect and get the order. 

The Hardest Sale I Ever Made. 

By JAMES K. McALPINE, Salesman for S. A. Chapman, San Francuco Distributor. 

XN THE ten years of my experience in 
selling motor cars, I made the hardest 
sale in March of this year. 

Unusual circumstances connected with the 
getting of the prospect necessitate a few lines 
of introduction. 

I had put over a sale the day before, so I 
was cheerful. 

A well dressed lady, considerably smaller 
than the average entered and introduced her- 
self as the wife of one of our city's represent- 
ative business men, and spoke of a smaller 
car, at the same time telling me of her aspir- 
ations to become a driver, following this as- 
sertion up with a lengthy dissertation about 
her inability to learn and her lack of confi- 
dence in herself and the whole world in 

By this time we had crossed the salesroom 
and there was a momentary lull in her con- 
versation so that I managed to get in my 
first 'word. 

This brought forth her assurance that I 
would receive her order providing I first 
taught both herself and her husband to drive. 

I learned at this point that the husband 
wanted a five-passenger car, with greater 
motor power than a small car could give; also 
that the lady, in her superior wisdom, did not 
consider such a machine safe for a woman to 
drive. Here was my cue. I saw, in less time 
than it takes to bat your eye, that it was up 
to me to get her order for a five-passenger 
Self- Starting HUDSON "33" and end the de- 
sire for a smaller car. 

Lady Does Most Tattling 

i^\HIS was not such an easy matter, for 
^^y the lady insisted upon doing all the talk- 
ing. She had visited many salesrooms and 
was posted in a general way, though really 
unenlightened, and the questions she asked 
me during the next forty minutes would put 
a cross-examining Philadelphia lawyer to 

I realized that, with such an insistent talker, 
I would have to say very little and act a lot. 

I forthwith handed her a copy of "How to 
Choose a Motor Car," and drove her home in 
the New Self-Starting HUDSON "33" 
demonstrator, promising to take her out in 
the little car at some future date, if she so 



She Admires Car 

HE ease with which I controlled the 
New Self-Starting HUDSON "33," the 

__ simplicity of operation and superb rid- 
ing qualities, together with the quiet running 
motor, created the desired impression. 

I followed this up with a short ride every 
day for the next ten days. 

By the eighth day, the lady had acquired 
some little knowledge of the car and a lot of 
confidence in herself. Then I persuaded her 
to take the wheel. 

After the third lesson, she informed me that 
the New Self-Starting HUDSON "33" was, 
in her opinion, the most wonderful automo- 
bile on earth. 

Then I met the husband, whom I found to 
be a quiet, serious sort of man, who seemed 
inclinded to leave the selection of a motor 
car entirely to his wife. He seemed to take 
kindly to me, however, and explained that a 
number of my competitors had been pressing 
him for his order, and had made him what 
seemed to be very attractive propositions. 

I then explained all the disadvantages of 
buying any automobile at a cut price, and 
cautioned him against dealing with an organi- 
zation which would offer such concessions. 
What is Sticking Point? 

©Y this time I had asked the wife for the 
order so often that I seemed to lose 
ground every time I suggested it. The sale 
didn't seem any closer. Her progress in driv- 
ing was quite remarkable, for one of her tem- 
perament, and entirely satisfactory to herself. 

They both wanted the New Self-Starting 
HUDSON "33," but there was something of 
a serious nature rising up between me and 
my getting their order. 

I determined to find out what it might be 
and try to remove the influence. And that 
very thing is what nearly cost me the order 
but, by careful handling, defeat was turned 
into victory. 

It was this way. My employer, Mr. S. G. 
Chapman, distributor for the New Self-Start- 
ing HUDSON "33" in Northern California, 
will not tolerate a dead one, and, consequently, 
he had discharged three salesmen for incom- 
petency previous to March 1st, 1912. These 
men, having secured positions with less pro- 

Digitized by 



gressive dealers of the price cutting variety, 
had, it seemed, joined forces to knock the 
New Self-Starting HUDSON "33." This 
they proceeded to do in strong terms. All 
their work was of the underhand type, and 
quite difficult for me to ferret out at the time 
I was working for this order. 

ySticXing Point ReVeals Itself 

HI N ALLY, however, they overdid the 
thing, with the result that both man and 
wife all at once seemed to lose all confidence 
in them and the cars they represented, while 
their confidence in me and the New Self- 
Starting HUDSON "33" proportionately in- 
creased, for it is a part of my selling policy 
to urge a fair comparison, and when I cannot 
speak kindly of the other fellow's car, to say 

Eventually this confidence grew to the point 
where I could ask for the order and get it— 
and I did. I hit for the order the moment I 
saw I was sufficiently strong. 

Today my "prospects" are members of the 
"Big HUDSON Family," happy in the pos- 
session of their beautiful New Self-Starting 
HUDSON "33," and both are rapidly develop- 
ing into competent drivers. 

This order-getting experience points a 
moral to all you salesmen: 

When you get a prospect, go after that 
prospect hard and strike zvhile the iron is hot. 
Do as I do, get the order, but don't knock. 

Strictly Penonal 

GE. FAULHABER, Memphis Motor 
Car Company salesman, whether he 
sold those last five cars before May 
1st, or not, will make 100% of his "task" this 
month. He's sold us on that. We look for 
initials C. E. F. carved in the HUDSON Hall 
of Fame. Will they be? 

Bill Moyer, Des Moines' king-pin in motor- 
dom, starts pathfinding soon for the endur- 
ance run of the Iowa State Automobile Asso- 
ciation, of which Bill is president, pathfinder 
and chairman of the touring board. Bill's 
May sales ought to be huge, because he is 
the original news-maker and the run gives 
the opportunity. 

Louis Geyler's man who teaches new own- 
ers how to drive and operate their cars has 
to pass up church these Sundays. Mr. Gey- 
ler's salesmen are turning over orders so fast 
the teacher is busy morning, noon, nights and 

Floods in Memphis have been met this way 
by George Danaher, distributor: "I'm now 
selling cars to residents living on paved 
streets, that's all. Ship 20 more touring^ cars 
and let them come as fast as possible." 

Southern District Sales Manager Robinson, 
lamenting Southern floods, sighs: "Water, 
water everywhere, but not a drop to drink," 
which reminds us that people who never saw 
the inside of a church sometimes kick about 
, some churches closing in summer. Get our 
' subtle stuff? 

His Highness, the Maharajah of Huthwa, 
India, in last week's Triangle is unap- 
proachable to salesmen. But Mr. Agacy, 
Calcutta manager, sold him, somehow. Secret 
passages, hidden panels, Hindu tricks, suggest 
themselves, but Mr. Agacy got the order. 
That hard prospect of yours is a cinch along- 
side of a Maharajah. 

Dr. Hess, of Uniontown, Pa., the coal town, 
visited the factory, radiant in the thought that 
persistent winter forced barrels of money into 
Uniontown. Business ought to be great with 
him because your coal bills and ours were 
too big last winter. 

Jack McClelland, McClelland-Gentry Com- 
pany, Oklahoma City, doesn't have to fight 
the discount bugaboo any more. Prospects 
realize they can't get HUDSON S on discounts 
and they're saving their breath. This is be- 

cause Jack has a death-grip on list price. 
The idea is a money-maker. 

J. H. Phillips, St. Louis, has his crack sales- 
man on a "task" basis of 6 cars a week as a 
result of that Triangle article by Mr. Broad- 
well. They're stepping some, true, but the 
orders are coming as fast as they step. 

The "Big Family" has in its midst the 
fountain-head of happiness. He is Mr. J. C. 
Jolly, the Motor House' Co., Ltd., Ragoon, 
India. He is adopting Triangle selling 
suggestions, undoubtedly because the ideas 
work. He uses the Triangle circular letter 
among other things. 

Frank H. Jennings, Kansas City, Kansas, 
helped Mr. Boxberger, a purchaser, take his 
car out of storage where it had been four 
months. It was empty of gasoline, but the 
starter worked. They drove it two blocks on 
acetylene to a garage to get gasoline. The 
idea was a good advertisement for The 
Northwestern Garage & Storage Company. 

The lady bookkeeper at Memphis says of 
the Triangle: "Those fellows just EAT that 
thing every Tuesday — Triangle day." 

J. Guy Davis and J. F. Esperon, pro- 
prietors of the Pioneer Motor Car Company, 
Pittsburg, were at the factory but escaped 
without being photographed. 

But the foot-work of the Triangle's 
staff photog was too rapid for Cowan Rod- 
gers, Knoxville, Tenn., and we got him good. 

How many prospects did you call upon yes- 
terday ? 

Get any orders? 

Being a genius is being a hard worker. 

Richard Bacon, Jr., and C. M. Babbitt are 
still to be heard from regarding notes for the 
personal column. Everybody else has come 
through. Dick proposed the idea. 

Onh 48 days left. 

"Task" System Blackboard 

Is Good Idea Memphis Uses 

By L. J. Robinson, Southern District Sales Manager. 

XFIND the "task" system as illustrated 
by Mr. Broadwell and Mr. Morse in the 
Triangle is catching on everywhere 
through the south and every one seems to be 
enthusiastic about it, especially with spring 

One typical instance is at Memphis, where 
George S. Danaher, manager of the Memphis 
Motor Car Company, has a "task" blackboard 
on which is registered each man's name and 
the number of cars which constitutes his 

The big blackboard shows each salesman's 
task for the current week as well as his total 
task for the month. Each man decides his 
own "task" — he decides the number of cars he 
will sell. Then it is up to him to get those 
orders. It makes keen competition between 
the salesman and the air just snaps around 
the place. 

From the porter up the thing is infectious 
and is producing gratifying results. 

One salesman, C. E. Faulhaber — at the time 
I was there — still had 5 cars to sell for the 
month of April. He was so enthusiastically 
confident that he would meet his "task" that 
he certainly convinced me. 

The "task" system is getting results in 
Memphis. No question about that. 

I came down to the store about 8:30 and 
found three of Danaher' s salesmen waiting 
for the Triangle. When the mailman came 
they pounced upon him like hungry wolves. 
There was a Triangle for each man. It was a 
fact that after the Triangle came — Tuesday is 
Triangle day in Memphis — you could not get 
a word out of anyone on any other subject than 
the contents of the Triangle. 

Digitized by 



You've Got to Get Out 

And FIGHT For Business 

a FACTORY man was visiting a dis- 
tributor in the Middle West who 
attended to both his wholesale and 
his retail business himself. 

But, because it was difficult to pay visits 
at that time to his outlying territory, he 
had not done it. The consequence was he 
had not looked up the right men and 
awarded them agencies. 

The distributor thought that he could 
best devote his energies to the retail busi- 
ness in his own town and his business had 
resolved itself into the endeavor to sell the 
people who came into his store. 

The factory man got out a map and 
showed him the unoccupied territory. 
There were hundreds of thousands of 
people in the territory who had not been 

approached by this distributor to buy cars. 
He had placed no agencies near them, had 
made no effort to do it. It was a criminal 
waste of business — business that simply 
awaited the establishment of agencies. 

"Just the Time They're Home" 

HET'S go out and award some of this 
territory to good dealers," urged the 
factory man. "We'll get this territory work- 
ing. It's wasted ground right now." 

"No use doing it this fierce weather," re- 
plied the distributor. But the factory man 
suggested that "This is just the kind of 
weather to catch them at home." And 
finally they started out. 

Well, in less than a week they had actual- 
ly sold fifteen cars at wholesale and two at 

retail — and a wasted territory that had 
never been worked before was being fine- 
combed for business by the live dealers to 
whom it had been awarded. 

That was an eye-opening verdict on get- 
ting out after business. And today that 
distributor, profiting by the experience, is 
'one of the livest members of the "Big 
Family." You would recognize him in an 
instant were his name told here, for his 
name has often appeared in the Triangle. 
And you would be amazed that the little inci- 
dent told here is responsible for that man's 
bigness as an automobile merchant. 

Get Out and Fight! 

j^\HE more cars every one of us sells, 
^^y the more money we make, naturally. 
Then in order to do that you've got to get 
out and fight for business. 

The business man or merchant who is 
known to be aggressive is admired by the 
very customers his aggressiveness sells. 

But the biggest dividend from fighting for 
business is in the direct profits. 

Digitized by 


Published weekly by the Hudson Motor Car Co., in the interests of Hudson Distributors, Dealers and Salesmen. 

Does Your FACE Betray 

INSINCERITY to Prospects? 

By E. C. MORSE, General Sales Manager 

uWOW did you happen to buy a Hudson?" 

j J T asked a man to whom I was intro- 
duced the other evening in Detroit, after he 
had informed me he drove a "33." I was 
anxious to know what sold him. 

1 can better tell you 

why I didn't buy a ," 

he replied with a smile. 

"I went to the 

store, after I had just 
about made up my mind 
on their car and was on 
the point of placing the 
order. The salesman 
practically reiterated what 
I had known about the 
car, but there was an ex- 
pression on his face which 
sort of made me think the 
man didn't believe these 
things himself. 

"He wasn't sincere 
about it, somehow. When 
I looked at him, he would 
shift his eyes and to tell 
you the truth I put him 
down as an honest man 
who was telling untruths 
and his face told on him. 
Well, he made me lose 
faith in his car, that's all." 

"Xo," I interrupted, "he 
was simply insincere in 
his statements. He prob- 
ably wasn't sold on his 
product himself. And he 
didn't have enough con- 
trol over his facial ex- 
pression to hide his insin- 
cerity or his lack of 

This incident of the loss 
of a sale where it had 
been practically made hit 

— confirms the words he has spoken. 

When I was selling goods I actually prac- 
ticed facial expression with a mirror before 
me — and I'm not ashamed to admit it because 
I developed sincerity of expression which I 


buy those goods with his own money. Simply 
because a man can't, with any great degree of 
success, sell a product in which he does not 

That is why every man has got to believe 
firmly in the goods he sells. If he doesn't 
believe in those goods over all other goods 
of that type and price, he had better quit 
because he is killing his own future. 

You are dishonest with yourself, if you are 
not thoroughly and completely sold on the 
car you sell. If you want to sell yourself 
look at the cars you sell 
which are giving such ex- 
cellent service everywhere. 
Read the letters from 
owners. Note the contrast 
between the mediocre ser- 
vice given by some cars 
and compare it with the 
excellent running qualities 
of the Hudson. 

You have got to sell 
yourself constantly. You 
will have to review the en- 
thusiasm of Hudson own- 
ers, read their testimon- 
ials, make comparisons 
with other cars, and go 
over the situation earnest- 
ly every week. 

We all get our bumps. 
And whije we need them, 
they dampen our enthus- 
iasm.' That means you've 
got to generate new en- 
thusiasm constantly. 

Then Control Your 

Photographs Picked at Random From Factory Files 

j^vHE moment you have 

he goods they sold, 
sales those men lost 
ist observant. 

Let Your Face Tell Sincerity 

OID you ever see a boxer tuning up his 
muscles for a match? 

He adow box- 
ing," around a 
ring, >nt, getting 
away, ow on the 
body It is one 
of th raining. 

The nan to dis- 
cover f his facial 
expre confidence 

know helped me land orders in larger propor- 
tion than my fellow salesman did. 

And you ought to know whether you appear 
sincere, whether your face says the words 
you speak are the truth, or whether your face 
instantly gives the lie to your lips. Most 
men know. They can develop sincerity to an 
astonishing degree by mirror practice. 

It is a wonderful aid and will quickly teach 
you what expressions to use and what not to 
use. Sincerity begets sincerity. Lack of it 
creates distrust. 

Next-Sell Yourself 

QO salesman ever sold goods successfully, 
for any length of time, if he wouldn't 

generated enthusiasm 
you will have little or no 
trouble controlling your 
facial expression. The 
moment you sell yourself 
your face will brand as 
truth the things you tell a 

Remember that business 
is done solely on confi- 
dence of men in each 
other. Your facial ex- 
pression either destroys 
or builds up confidence 
according to the insincerity or sincerity it 
shows. One hundred per cent confidence of 
the prospect in your product is the order- 

Make it a point, after you have completely 
sold yourself, to control your facial expres- 
sion. Don't let it radiate anything that can 
be construed as anything other than sincerity. 
Then note the effect on your prospect. 

The man who thinks will get from this ar- 
ticle two ideas : 

' 1 I must he sincere mvseli to convince 
others of my sincerity. 

"2. I must he sold oj^he producUwhich I 



A National Magazine Strikingly 

Acknowledges Hudson's Supremacy; 

This Letter Sold Car to Kansan 

fUMNER H. WHITE, Halstead, Kan- 
sas, had narrowed his choice of a car 

down to the New Self-Starting Hud- 
son "33" and one competitive car. The Hutch- 
inson Motor Car Company, Hutchinson, Kan., 
Hudson distributors, had done all in its power 
to swing the order, but Mr. White was on the 

He could not seem to make headway either 
way in his decision. 

Finally he decided to put it up to a great na- 
tional publication, a magazine which maintains 
a motor service bureau for the benefit of its 
readers with a motor car expert in charge. 
To anyone who may have the thought in mind, 
the Hudson Motor Car Company does not ad- 
vertise in the magazine. 

The letter Mr. White received in answer 
stated that the Hudson is a better buy, mechan- 
ically, than its competitor. 

A tribute was paid to the Hudson being in 
advance of the other make of car in the con- 
struction of its engine, the valves being en- 
closed. It also stated that the accessibility 
of magneto and pump were important points 
to be considered and the Hudson also had 
the margin on that point. 

Cold, Unvarnished Jfammarg 

XT was a cold, unvarnished summary of 
the supremacy of the Hudson car and 
the letter stated the advantages which the 
car you sell had over its competitor, which 
also applies to other cars you compete with, 
as well. 

The result was that Mr. White, being con- 
vinced by the statements of an uninterested 
expert, shortly afterward placed his order with 
the Hutchinson Motor Car Company for a 
New Self-Starting Hudson "33." 

He is driving it to-day and he is still further 
sold on the saneness of the judgment of the 
magazine's Motor Service Bureau. The letter 
which sold him is reproduced here. The 

Mr. Sununer H. White. 

Hals t sad, Kan. 
Dear Sir: 

We are In receipt of your kiqd 
favor of the 4th Inst, and in reply 
beg to say that we have the highest 
opinion of both of the cars which you 
mention. It leemi to ue, however, that 
one of these two cars which has 
the engine with Its ysItss fully in- 
closed represents somewhat later and 
more refined engineering than the other 
oar which you mention. 

We oonslder the enolosed valve 
mechanism a very valuable feature in an 
engine, and the accessibility of the 
magneto and pump which is brought about 
by the use of the oross-shaft seems to 
be a valuable point. 

There are many other features 
of this more recently designed oar 
which show a degree of refinement not 
found in the earlier designed car, and 
the writer's personal experience with 
the latter of th- two oars shows that 
It has an unusual abundance of power 
and a remarkably sseet running quality. 

You speak of the combined brake 
and clutch pedal used on one of these 
cars. We find that this perhaps is a 
convenience, and the only objection 
that we know to It is that It prevents 
the use of both sets of brakes and the 
braking power of the engine itsslf at 
the same time. This is not a very 
strong point one way or the other. This 
is not a matter upon which we feel like 
giving you any very definite advice, 
but we think you may be able to gather 
our point of view from what we have 

Very truly yours, 


"other car" is one of the two competitors 
which you meet constantly in your selling — at 
least this is so in the majority of towns and 

This letter sold a car — it will help you land 
some orders that are in the balance if you 
will use it. 

Cbe wortb of a tbiig is Iwowi by tbe wait of ft 

& & 

Cbe effort tbat is Made aid fails is nf more valic tbaa tbe aaexecated 
plats wbicb niflbt bate beea saccessfaL 

Co*operatioa aad sabordiaatioi 
will brfag elevatfoa. 

How to Get New Prospects 
From Hudson Owners 

XT pays to work every possible source 
of business. 
Lots of times a merchant will dis- 
cover, almost under his nose, a source of 
new business that was so close to him he 
hadn't seen it before. 

Here's an idea which you may or may not 
be using in one form or another : 

Send out a letter to your owners, enclos- 
ing a blank card with spaces left for the 
names of new prospects whom they may 
know. Also enclose a self-addressed stamped 
envelope, so that you can be positive you get 
the replies. 

George B. Kimball, of the Henley- Kimball 
Company, Boston, has found that is a desir- 
able way to obtain new prospects and is con- 
tributing the plan to the "Big Family." 

Here is the letter which accompanies the 
blank card : 


Vow tbat you have had your 1912 Hudson 
long enough to realise its good qualities, 
we hope you will not be adverse to putting 
us In touch with any of your friends who nay 
be In the market for an automobile. 

We firmly believe that In selling a man a 
Hudson, we are giving him the best value on 
the market, and we therefore take the liberty 
of asking you to write on the enolosed oard 
the names of any friends or aoqualntaaoes 
who might be interested in a car. 

la sending suoh people advertising matter 
or in oalling on them, your name will not be 
mentioned unless you authorize it. 

Thanking you in advanoe, and hoping we are 
not presuming too muoh on your kindness, we 

Yours very truly. 

The Henley-Klmball Co. 


If you need more prospects, or if you could 
use them if you had them, put this idea to 
working today by calling on the printer right 
away. It is a sure plan for getting them. It 
has already worked out successfully. That 
guarantees its value to you. 

The Thousand Mile Conversationalist 

Mowing Pictures of Man Whose Left Ear Devours the "Big Family's'' Long- 
Distance 'Phone Pleas For More Cars Than the Factory Could Ever Build 


Puzzled as to Hova to Help 
the Case. 


Absorbs Dealer's Kidding. 

Brotherly Advice on 

WHEN you see "IS," dictation initials on your factory letters, that's Scjfwalt, the man with the bomb-proof left ear. Nothing In the world ever 
disturbed him. If Detroit were swallowed up in an earthquake and you had a shipment starting, you'd And "Sea;" inquiring If "It is off yet." 

Digitized by 



The Picture— Story of a Dealer's GRIT 

A. L. Maxwell, Lawrenceville, HI., was booked for an exhibit at the Mt. Carmel Show. 
Roads were absolutely Impassable, even to horses. There was no way to get there by train. 
But that did not deter Mr. Maxwell. He chartered a barge, loaded the cars aboard, arrived on 
time, got good publicity and made some sales. That's GRIT. Is It any wonder A. L. Maxwell 
has sold his entire allotment already? 

1 Strictly Penonal 

V^J 'HE live wire dealer of Salisbury N. C, 
/ ^j is H. A. Rouzer, proprietor of the 
^t^/ White House Garage. One week re- 
cently, operating on the "task" system, 
he sold seven cars. Which is some pace. 

Porto Rico has purchased over double the 
number of HUDSONS as it has the car made 
by the HUDSON'S nearest competitor. In 
the list including the very low-priced class of 
cars the Hudson stands ninth in Porto Rico. 

Norman B. Ross moved fast May 1st. It 
was the opening of brook trout season. He 
caught a prize string of trout and sold two 
HUDSON cars the same day at Saratoga, 
N. Y. Go fishing every day, Norman, it seems 
to bring the orders. 

"Crankless for 6,000 Miles" might be the 
newspaper headline over the achievement of 
W. S. Lee, Wilkes Barre, Pa., who has run 
his demonstrator that distance without a 
crank. Wilkes Barreans, in open-mouthed 
wonderment, are depositing checks in his ex- 
chequer because of the feat. He is doing a 
tremendous spring business on the idea. 

Automobiles and dogs are the hobbies of 
Willis D. Sweet, manager 'of the Eureka 
Motoi* Car Company, Scranton, Pa. His fad 
comprises pedigreed canines and his business 
is high-class automobiles. Increasing business 
has necessitated a large addition to the com- 
pany's garage. That looks like prosperity. 

Dick Bacon is sleuthing through the "Big 
Family" for the relative who sold a HUDSON 
roadster, finished in the lead, into Minne- 
apolis, "Cash" Levy's territory. Dick asks the 
Triangle to print this adv : "Come on, agents, 
some one 'fess up and come across to Levy." 
Which motion the Triangle seconds, the facts 

"Hod" Barr, the genial Sioux City dealer, is 
accused of picking up considerable currency, 
these past winter months, singing at funerals. 
Any defense, "Hod"? 

Two Sioux Indians are driving HUDSONS 
they bought of H. H. Dillon, Lincoln, Neb. 
Some Indians show greater discernment than 
some white people in Dillon's territory. 

One of those who are coming long distances 
for the speedway races at Indianapolis is F. R. 
Mahoney, Northwest Canada distributor. 
Then he's coming to Detroit. Welcome, F. R. 

During the blizzards that put all other 
Omaha traffic at a standstill during the winter, 
Guy L. Smith's demonstrator never lost a 
single day of work. That seems to be the 
"Big Family's" snow-plowing record. 

The Triangle circular letters make the 
prospect declare himself one way or the other, 
according to R. B. Blair, Winona, Minn. He 
finds they eliminate the deadwood and ginger 
up the live ones quicker than any other 

Big Bill Moyer, Des Moines, is buried up to 
his hat in official titles. These were added 
this week: Chairman, House Committee, Des 
Moines Club; Vice-President, Hyperion Field 
Club. Bill is considerable clubbist. 

Smiley Dick Bacon's three-circle smile will 
make its home at Lake Minnetonka this sum- 
mer, where he has taken a cottage. Dick in- 
vites you and me and all of us. 

Mr. Ritter, Madison, Wis., dealer is happy 
again. A month ago he had seven cars to sell 
and ten days ago he was all sold out and 
there was a carload on the way. He declares 
he can sell all the factory can ship. A few 
days make a huge difference. 

Jim Menhall, Beloit, Wis., is full of ginger 
and is snapping up the orders on every hand. 

Keep your eyes open for publicity chances. 
Guy Smith, Omaha, lands publicity at an 
astonishing clip. The other day he shipped 
some cars overland to Platte Center. Next 
morning the papers came out with a three- 
column photo of the occasion. Good work, 

The "task" system is a mighty selling idea. 
Scores of HUDSON dealers are now using 
it with great success. Keep step with pro-, 
gress. Put the "task" plan on in your store. 
Work it on yourself, if you are a salesman. 

S. S. Toback, New York, worked out the 
long letter and short letter problem by actual- 
ly sending out long circular letters and short 
ones. More requests for the book, "How to 
Choose a Motor Car," came in answer to long 

H. H. Dillon, Lincoln, Neb., keeps up a 
constant fire of circular letters on his pros- 
pects. Nebraska will show a big HUDSON 
business this year. 

How many prospects can you call on today? 

Get an order, too ! 

Owned Many Cars 
— His Opinion 

By BENSON F. SNYDER, Ogdensburg. N. Y. 

XWISH to say that my car is improving 
every time that I take it out, and I am 
better pleased with the car each day, 
and I will tell you frankly and sincerely, that 
I have never yet seen the car that I would 


exchange this torpedo for; it suits me to a 
charm, and you no doubt realize what a crank 
I am to please, finicky as you will come in 
contact with over a car — but I AM PLEASED 
WITH THIS CAR— extremely so; it is just 
to my liking, and I KNOW, one of the classi- 
est cars on the market. 

I have experimented with and owned F — s, 

B— - — s, and have driven W s, P s, and 

various other cars, and especially during the 
last year, but for me, I think the Torpedo 
Hudson has them all beat on an average con- 
sidering all things. 

I intend to keep my car without a spot and 
always highly polished. It will always stand 
as a live ad for your business. 

No person can buy a car of better people — 
your house, and Mr. Mann is extremely care- 
ful to have a customer pleased and give them 
the bfst of treatment. 

How To Make Holidays 

Profitable In Orders 

nERE'S an idea, on making a holiday 
profitable, that I would recommend be- 
cause I know its value in landing 
orders : 

Four . days before the holiday send out a 
letter to your hottest prospects. Tell them 
about the holiday, inform them that for the 
benefit of customers the salesroom is to be 
open all day and extend them a cordial invi- 
tation to look over the cars at their leisure, 
when there is no need for haste. Point out 
that this can be done without interruption and 
with best results, inasmuch as they can take 
plenty of time and hasty decisions on certain 
points are out of the question then. 

Two days previous to the holiday mail an- 
other letter reminding them of the invitation 
and the first letter and repeat your request 
that they visit you on that day. Offer to call 
for them in the car at their home, if they de- 

This will bring such prospects as can be 
closed on that holiday, if properly handled. 

Holidays have usually been considered use- 
less as business days, but there have been 
several instances where automobile dealers 
have turned them to profit. It is for the pur- 
pose of giving the entire "Big Family" this 
idea that this letter is written. 

Decoration Day, May 30th, is probably the 
next holiday in your territory. Get your let- 
ters ready to send out May 26th and May 28th 
— so that they reach the hot prospects May 
27th and May 29th. Then work hard to close 
them when they have shown responsiveness by 
coming to the store. 

You will find this idea is surprisingly well 
taken by prospects. 

^act is tbe btacfe of 
^ fteepfag ojiet at tbe 
rfgbt tine; of beiag so 
agreeable yourself tbat to 
oae caa be disagreeable to 
$oa; of aiaftfia. inferiority 
feel lifte equality. 

Digitized by 



Factory Beats Its Aftril "Task;" 

Will You Equal Your May "Task?" 

By W. J. McANEENEY, Factory Manager 


r ACTORY men beat their 
April "task" by thirty-five 
That section of the "Big 
Family" exceeded the mark set 
for it by over a car a day. 

Many of these cars that were 
built in April will be sold by you 
in May — this month. 

It is appropriate that every 
salesman set himself a task for 
the remaining 17 working days of 
May — only 42 days remain in the 
fiscal year — and beat that task for 

It may be interesting for you 
to know how the factory exceeded its April 

First let me explain that there are eight 
basic operations upon which the "task" system 
was applied. They occur in the following 
order : 

1 — Material Delivery. 

2 — Chassis Assembly 

3 — Rough Test. 

A — Painting. 

5 — Final Assembly. 

6 — Final Test. 

7 — Final Inspection. 

8 — Shipping. 

Their Tas\ Is Set 

?^1*T the beginning of the month of April 
^ I we notified all departments that we 
would expect them to produce an average of 
26 cars per day. 

The first effect of this is to bring about a 
friendly rivalry between each of the depart- 
ments and a general desire to keep up to 

Despite this enthusiasm, however, it has not 
been possible for us to keep up to schedule in 
all departments, but, fortunately for us, we 
were able to exceed the schedule in the four 
final operations. 

The first operation — delivery of material — 
held up the other departments somewhat, but 


the fact that each foreman 
thoroughly understood his task 
for each day and knew imme- 
diately when he dropped below 
schedule and the necessity for 
keeping it up, resulted in the ex- 
cellent final result. 

Don't Overdo It 

XT would be a very simple 
matter to overdo the task sys- 
tem as applied in any line of work. 
Had we set a task of 800 or 
850 cars for the month we would 
naturally have fallen behind, and 
this would have had a tendency 
to discourage all departments. 

It therefore behooves a man who sets the 
task to be reasonable and to take into con- 
sideration all of the delays that might occur. 
For instance — a man in a town of a few 
thousand who sets himself, as a salesman, or 
his salesman, a task of selling one automobile 
per day is unfair. There is no likelihood of a 
salesman being able to accomplish the task, and 
unless you guess very closely on the possibili- 
ties of the market or the accomplishment — a 
task system would be a total failure. 

Now Yon Sell Them 

HET the factory's victory in beating its 
"task" be an incentive to you to pro- 
duce the equivalent of that feat during the 
remaining 17 days of May. I think the knowl- 
edge should be a stimulant to every salesman 
who is selling HUDSONS today. 

And when you consider that there are only 
42 davs left of the entire fiscal year of 300 
days it behooves us to get the orders just as 
fast as human energies will allow. 

Set yourself a task for the 42 days that are 
left — then fit enough of that total "task" to 
your remaining 17 days of May to give you 
something to shoot at. 



Ever Lose a Sale This Way? 

By C. C. W1NNINGHAM, Adv. Mgr. 

gMAN who looked like ready money 
walked into the store of the HUDSON 
dealer in a certain town and said he 
wanted to buy a coupe. He made that flat 
statement and inasmuch as he had hunted up 
the Hudson dealer's establishment he had 
probably sold himself on the HUDSON, partly 
at least. He probably was familiar with 
prices, too. 

As the salesman led him over to the coupe 
which stood on the floor the prospect re- 

marked : "I don't want to pay over $1,200." 

"We have nothing at that price," the sales- 
man replied abruptly, "I'm sorry, but we can't 
do anything for you," and his manner changed 
from solicitude to indifference as he named 
the price of the HUDSON coupe. 

The prospect hurried out of the door with- 
out leaving his name. It had not been re- 
quested by the salesman. That was all there 
was to the interview. It took very little more 
time than it has taken you to read these lines. 


It might be considered, that inasmuch as the 
man's attitude regarding price stamped him 
as a man without more than $1,200 to invest in 
a car, the salesman acted correctly in not wast- 
ing any more time on him. 

Facts in the Case 

X HAPPENED to know that man. 
If a HUDSON coupe cost $10,000 and 
he happened to want it, he wouldn't have 
batted an eyelash at the price. He is a man 
worth probably half a million dollars. But, 
like hundreds of other men, he will name a 
poverty price when buying goods, the infer- 
ence to the seller of those goods being that 
he cannot pay more. 

It is one of the commonest practices in busi- 
ness. Recognizing it is a part of the kinder- 
garten of business. But it went square over 
the salesman's head and he actually repulsed 
the order for a coupe. 

The prospect, who had come to the HUD- 
SON store first, walked down the street a 
ways and within an hour placed an order for 
a P coupe for which he paid $5,000. 

"They didn't seem to want to sell a HUD- 
SON coupe very badly," the prospect told me. 
"And I'm sure I wouldn't force anyone to 
take my business. So I passed it up." 
How He Could Hate Had the Sale 

I'M NOT reciting this instance because it 
makes me feel good to repeat it, but be- 
cause it will allow you, who are reading it — 
whether you sell cars in 'Frisco, New York, 
Portland, Me., or Seattle — to recognize the 
symptom and conquer it. I am punishing my- 
self by continuing to think about it. 

Inasmuch as that salesman couldn't sell the 
man the HUDSON price at that instant he 
should have instantly proceeded to forget 
price and sell him the car. 

He should have disregarded the man's re- 
mark entirely, for the time being, and plunged 
into his selling talk about the comfort of the 
car, its easy-riding qualities — the fact that it 
combined the function of an electric and a 
gas car — the absence from trouble, how it was 
built on the HUDSON "33" chassis, its lux- 
uriousness and the myriad other selling points 
relating to the coupe. 

In short, he should have begun selling the 
car. By the time that was done the prospect 
would undoubtedly ask the price, which gave 
the opportunity to make comparisons with 
higher priced coupes and thereby establish in 
the prospect's mind the basis of the price. 

And by that time the salesman would have 
known through the man's interest whether he 
had more than $1,200. 

With that foundation sufficiently planted, 
then is the time to spring the price proposition. 

Don't Lose Sales Ghat Way 

il^ITH these facts revealed to you, don't 
vlx lose any sales that way. Before you 
have talked with a prospect very many mo- 
ments you will have learned his case. 

And when a man looses the oldr story about 
not wanting to fay more than so much — aiui 
you realize that he must know something or 
your ear, its price, etc., or he wouldn't have 
come to the store — you know back in y«w 
head that he's got the price or he wouldn't be 
there looking over the car. 

So for the same reason that you steer away 
from other resistances in selling, omit price 
until you have sold the man on the car. 

For instance — whenever I go into a haber- 
dashery to buy shirts the first thing I ask is 
to look at the $1.50 shirts and I just as in- 
variably wind up by buying $3 shirts. You 
wouldn't think salesmanship would be at such 
a premium in that line of business, but my 
case proves it. 

Upon inquiry I have found that the plan of 
working a customer up to better goods is a 
science in selling haberdashery. You can add 
it to your selling equipment if you will re; 
fuse to be balked by the man who deliberately 
comes to you and rates the price he wants to 
pay as lower than the price at which your car 

Don't lose any more sales on such phantom 

Digitized by 


Published weekly by the Hudson Motor Car Co«» in the interests of Hudson Distributors, Dealers and Salesmen. 

to get the first sales. It came to him that at 
that time he was full of enthusiasm. He fair- 
ly dragged the orders away from reluctant 
prospects. He literally carried people away 
with his enthusiasm. 

Then he said to himself: "I certainly ought 
to be dozens of times more enthusiastic than 
I was then because the cars have made good 
beyond every expectation of every man who 
has purchased a Hudson." 

As he thought of what a salesman he had 
proved himself before, his opinion of him- 
self rose. He forgot his failure. He began 
to get a little conceited about his success. The 
knowledge that he had a good car began to 
cheer him up. And with the renewed growth 
of his self-respect he began to feel "power- 
ful" — irresistible. 

Again ^ he read over what he had written 
about the results from the various cars and 
the owners' statements. Again he reviewed 
competitive cars' results. Again he hashed 
over in his mind the fact that he was "some 

This dealer was again beginning to believe 
in himself and the goods he sold. He was 
getting back his self-confidence, his punch. He 
felt that right then he'd like to tackle some 
hard prospect. There being none at hand he 
laid out a list upon which to call the next day. 
By that time he was enthusiastic. 

He had re-sold himself! 

He had generated his enthusiasm all over 
again. He had won back self-respect. He 
was prime for giving any competitor a stiff 
battle for business. 

Cheerful Again— the Result 

aND I tell you I was cheerful again after 
a month of glooms. I slept soundly that 
night for the first time in a month because I 
had decided to get out and give them the fight 
of their lives the next day," he told the writer 
in recounting the experience. 

"Well, the next morning bright and early I 
went over my dope again. I had it typewrit- 
ten and I studied it— I guess I knew it by 
heart when I started out to make my first 
call in my demonstrator. I called on 10 pros- 
pects and my enthusiasm, confidence and ab- 
solute belief in the car, founded on facts, 
landed an order from the man I considered 
the easiest prospect of the lot. 

"That started me going. You couldn't have 
held me inside of iron bars. I went to it -ham- 
mer and tongs with every prospect on the list. 
Before the end of that same week I had 
knocked down two more orders from the orig- 
inal list of ten hot prospects. And business 
kept up steadily for me from that day to 

Keeping YOURSELF Sold 

By E. H. BROADWELL, Vice-President. 

^l'HE story behind the success of a cer- 
I ^j tain Hudson dealer in a small territory 
^^X in the west contains a strong moral 
for every man selling automobiles today. 

This dealer of course did all his own sell- 
ing. He had one man who tended to the gar- 
age and furnished owners and others with 

The dealer had made a number of sales 
within the six months previous to this inci- 
dent. But about the time our story com- 
mences he was in the dumps. He had been 
that way for several months. He had lost 
his self-respect. He had begun to think he 
personally wasn't of much account because he 
was not landing the orders. Competitors were 
breaking in on his small list of prospects and 
things were gloomy. 

He simply wasn't getting the business — and 
he laid it to himself, which was correct, for 
he seemed to have lost his punch with the 
rapid disappearance of his own respect for 
his own selling ability as a result of loss of 

One night he got to musing over the list 
of people who were going to buy cars within 
the next month or so and he couldn't see much 
chance of landing their orders. His respect 
for himself and his product were dwindling 

He was very despondent. 

With a pad of paper in front of him he 
began instinctively to write down the names 
of the few owners of cars which he had sold. 
Opposite them he set down the probable mile- 
age which these owners had secured. That 
set a train of thought to working and he esti- 

mated the work which had been done on the 
cars since they were purchased. 

Take An Inventory 

^T\HEN in another space opposite the names 
^y he wrote remarks which had been made 
to him by the owners as to their opinions of 
the cars after having driven them considerable 

He next summed up the whole thing and 
revolved in his mind some of the experiences 
of prospects who had bought competing cars. 
The net of it was that the Hudson had shown 
up several hundred per cent ahead of the 
competitive makes. 

Figuring and thinking for several hours 
gradually produced in his mind a definite re- 
spect for the product he was unsuccessfully 
trying to sell. He thought of his dealings 
with the Hudson company. They had all been 

Surely with the right car, the fault lay at 
his door for his failure. 

He determined he must be talking the car 
wrong. He analyzed his usual discussion 
with prospects. Positively it did not have the 
punch of the selling talks which had sold the 
first few cars. That brought to mind the 
points and discussions which had resulted in 
his early success — which brought his first or- 
ders when only one or two cars were work- 
ing in the territory. 

Revitalizes Early Selling Talk 

HOOKING backward he began to admire 
himself for closing the first few sales. 
He guessed as to what had done it. He re- 
viewed the selling talk that he had handed out 


I th 


n v 

•7, s:ir 

nir. or my toujutenec m 
1 just </rt >' ft />v myseit nmi /*.>;- 
stniw kind <>j (/.»/V //.■</.' //i/rr tnr )n\ 
first time. J iirfificuiry r>i:iiusc 


fh'ncnitr my 
/V-i'-f/ a <iii;<h 

'' niysr-f a><< 

lyr mrrtuui : 

"That is the thing that has made me a suc- 
cessful automobile dealer and salesman. I 
wouldn't be worth shucks if I hadn't discov- 
ered how to keep myself sold on f y<> ur s truly' 
and on the car itself." 

That dealer is one of the most suc- 

Digitized by V^OOQlC 


cessful personal salesmen, his field and terri- 
tory considered, in the "Big Family" today. 
He keeps himself sold every minute. The min- 
ute he begins to get "unsold" he becomes 
panicky and remedies the condition. 

Be Honest With Yourself 

©UT when he wasn't sold himself, he was 
not honest with himself. He was doing 
himself an injustice trying to sell goods that 
he didn't believe in himself. 

You must be sold if you expect to sell any- 
body else. No man can persuade others to 
buy goods that he doesn't believe in him- 
self, because people don't buy because you 
"want" the order. You've got to make them 
"want" the goods. 

Making them want the goods means you've 
got to be sold. You can sell yourself just 
as did this dealer. Then you'll be honest with 
yourself, for you'll be full of pep and you'll 
be willing to lay down your own money for 
the goods you ask others to pay for. 

Now then, my friend, if this doesn't hit 
you square between the eyes, it at least partly 
fits your case. Because you can never be too 
well sold on the car. 

Run over these incidents, in detail and fully, 
in your mind and then go out and ram out 
some home runs in sales. It's that enthusiasm, 
ginger and sincere belief that knocks the or- 
ders down where you can reach them. Start 
this scheme today. // works. 

Little Selling Stories 
That Contain Valuble Tips 

/ — It Pays Ncoer to Give Up 


By E. W. LESLIE, Sales Manager 
Hudson Sales Company, Los. Angeles 

[EMBERS of the "Big Family" will be 
interested, I believe, in hearing of a 
recent Johnny-on-the-spot deal which 
was pulled off by Mr. A. L. Arnold, manager 
of this company. It was surely a mighty good 

A doctor 'phoned to Mr. Arnold about 5:14 
one evening asking the price of a New Self- 
Starting Hudson "33" and when it was sug- 
gested that he look the car over before con- 
sidering the price, he stated that he had 
already made a deposit on an O . 

He was just wondering, he stated, what the 
price of our car was. 

A little persuasion was used by Mr. Arnold 
and while the conversation was being carried 
on Mr. Arnold hustled one of our energetic 
men to the office and succeeded in getting the 
doctor to take a few moments and look over* 
the Hudson roadster. 

The physician stated that he was pleased 
with the car and regretted somewhat that he 
had made a deposit, also that his wife had her 

heart set on an O . Fortunately, the 

lady was present and replied that she had not 
had an opportunity to see the Hudson and in 
fact was very much pleased with the car and 
would not permit him to make such an excuse 
as she really preferred the Hudson after see- 
ing it. 

At this crucial point Mr. Arnold insisted 
upon her taking a short ride. She got into 
the car and when they returned she was 
deeply impressed. That was at 5 :40 p. m. 

At 5 :45 p. m. the doctor wrote out his check 
for the Hudson. That shows the sale may 
never be lost — not even after the prospect 
has made his deposit. Such instances as this 
are rare, but you can readily believe that it 
pays never to let up. 

The doctor walked next door with a pleasant 
smile and told our neighbor that he had 
changed his mind and had purchased and paid 
for a Hudson. What became of the deposit 
we did not ascertain. We were really not 
much concerned, as the doctor is accustomed 
to "handling serious cases with successful 

Louie Wins Hat by Exceeding 

"Task"— £irf Sells Wrong Car! 

By L. J. ROBINSON. Southern District Sales Manager 

/f^\ E careful the "task" system doesn't 
jf^l catch you in its back-lash like it did 
^i^ Mr. M , southern district man- 
ager for the M car. It was a huge 

joke on him. 

Louie Vaughn is the star city salesman for 
our Atlanta, Ga., distributors, who also sell 
that car. Mr. M. was visiting Atlanta a few 
weeks ago. He had a happy thought with 
which he aimed to stimulate Louie into selling 
some of his cars. 

So he set Louie a "task" of 3 sales between 
that Saturday morning and Saturday of the 
following week by betting him a hat he 
couldn't sell 3 cars in that time. 

Louie gritted his teeth and went to it. 
Before 6 o'clock the night the bet was made 
the salesman had sold and delivered 2 new 
cars from the stock on the showroom floor. 
The next Monday the third sale came across 
the pan and before the end of the week 
Vaughn's total was 6 cars — almost a car a day. 
This was one of the biggest weeks in Louie's 
career as an automobile salesman and the 
"task" system was responsible. 

Sold the Wrong Car 

©UT the awful tragedy of the bet was that 
they were Hudson cars he sold, not 

M cars, the southern district manager 

discovered when he happened into Atlanta 
next time. Unfortunately he had stipulated 

"cars," not "M " cars, and Louie 

naturally hued to the lines of least resistance 
so that he is to-day the proud possessor of a 
new hat for selling Hudson cars at the other 
company's expense. 

After I heard about it in Atlanta, it was 
recited to me by Mr. M. himself. He says it's 
a good joke on himself. He said that when 
he made the proposition he thought of course 
his own cars would be sold, but did not state 
that such was to be the case when the bet was 

"Setting a 'task' for the other fellow's bene- 
fit" is the way the M man puts it, but 

it goes to show what a man can do with the 
"task" system if he actually makes up his 
mind. It gives him a definite mark to shoot 
at. Louie overshot his mark 100% ! 

Now, Louie, I'll bet you a hat you can't do 
it again. Take me up? 

Making Your TELEPHONE Conduct Correct 

^^■J ELE PHONE conversations frequently 
€ J indulged in by salesmen in calling up 
^^^ prospective purchasers and in answer- 
ing inquiries made by customers have an im- 
portant bearing upon the standing of the firm 
and the salesman in his community. 

So important is this fact considered that 
one prominent firm gives each of its employes 
a printed slip which reads as follows : 

"In talking over the telephone the tone of 
your voice will make either a friend or an 
enemy for us! If you are talking with a cus- 
tomer face to face, and let impatience get into 
your voice, he may overlook it because he 
sees by your face that you really mean to be 
courteous; but if you let the slightest touch 
of impatience or irritability get into your 
voice when talking over the telephone you are 
sure to lose for the house." 

Another very important automobile com- 
pany makes it a point to keep in personal 
touch with its salesmen and other employes 
in the general matters of policy and behavior. 
It urges against the tendency of undue haste 
that comes from the possible swiftness of 

doing business by telephone. 

Ta%e Plenty of Time 

"(C\ E sure to take plenty of time to make 
*^/ your position understood, and espec- 
ially if you are telling a man that you cannot 
meet his views or his proposition." This is of 
great importance in cases where claims are de- 
manded and criticisms are made of service. 

The United Cigar Stores Company requires 
all its employes to say "Thank you" to every 
customer. It must not only be said but it must 
be said as if the clerk really meant it and not 
perfunctorily. The telephone is a time saver 
but it also is a customer loser if the operator 
or the clerk or the salesman shows undue 
haste or irritation at the questions that are 
asked over the telephone. 

Dealers and their salesmen will profit a great 
deal if they will observe the manner of speak- 
ing of themselves and their associates. To the 
man who calls you on the telephone and asks 
even an absurd question, to him it is a vital 
subject and his good will is essential to your 

Digitized by 


novv. vuu«~va ntv. «uuit iuaiiv.1 . 

But the Lyon people saw a selling advantage 
in the factory's telegram and theirs. They 
saw that the two telegrams and the story 
behind them was "inside information" for 
prospects that Hudson cars would quickly be 
at a premium, because demand was in excess 
of factory production. 

They saw the opportunity. They grasped 
it by putting the two telegrams into a page 
advertisement which was closely related, in its 
wording, to the prize contest then going on. 
The advertisement is herewith reproduced 
and it strongly demonstrated to motorists 
that an actual shortage was imminent; that 
quick action was necessary if the prospect 
was considering the New Self-Starting Hud- 

W« Aotkfetted tkt 

C U>M*tax.«ti ..____ 

**m,*m*mmmtr WiMMMkitkvi 
!■#* -*— 1 W*«. C« •• -on on ta« i 
? "" *? *"'£**"" »■— ■* D^l«*l 


B. B. Lyon Motor Car Co.. Distributors. Durham. V. C 

Coatrtct Was a Urp Om 

... '>r*«kar»*B** *«■* wgtfi to 

IkiaMlMMaito ta«« taM aM 

Bacon, have planned a big chicken shoot for 
this fall. Great destruction of game is ex- 

The sympathy of the Big Family is extended 
to Dr. E. I. Williams, director of athletics at 


G BERLIN BOYD, Kansas City, Mo., 
put across 17 sales in the past 2 weeks. 
•He had 10 days of fine weather and 
worked day and night making it yield the big- 
gest possible profit. Hats off to the K. C. 

An Oklahoma banker came to Oklahoma 
City to shop for cars. Jack McClelland got 
on his trail about 20 minutes after he landed 
and got the order for 3 cars. 

Pete Calhoun of the Fulton Auto Co., 
Hudson distributors at Atlanta, says that 
one of the greatest assets to getting the busi- 
ness is to have a goodly number of our cars 
on tfie streets. Guess Pete knows. It seems 
as though every other car that passes in 
Atlanta is a Hudson 33 and Pete and his asso- 
ciates keep putting them over at a rate of 
about six a week. 

President J. W. Goldsmith of the Fulton 
Company vows on his oath that a man, whom 
he had never seen before, came into the store 
the other day and said: "I want to buy one 'o 
you-all Hudson cars. Just don't dare buy 
anything else. Seems like every car on the 
street is a Hudson and I guess that's good 
enough recommendation for me." He bought. 

Jim Frazer of the Imperial Motor Car Co., 
which concern sells Hudson cars in the Nash- 
ville territory, is a booster for advertising and 
publicity in the local papers. Jim began an 
extensive advertising campaign the first of the 
year and since that time has sold more cars 
than ever before in his entire automobile 
career. In addition to selling Hudson cars 
Mr. Frazer and his company operate a taxi- 
cab line. An old truck which was formerly 
used as a hurry-up wagon to taxi cabs in 
distress has recently been put into service 
carrying the early editions of newspapers to 
the trains out of Nashville and in return The 
Imperial Company gets all of the publicity it 
can make copy for. Of course they do display 
advertising but even this gets preferred position 
and that is usually worth half the price of the 
add. Jim says he can use all of the publicity 
and all the Hudson "33's" the factory care to 

Digitized by 



The Best Salesman is a "Factory of Ideas" 

\^^/EXANS have got to be shown as much 
M ^J as Missourians. With this thought 
^_iV in mind, C. W. Roberts, who covers 
outside territory for Fred P. Warren Com- 
pany, San Antonio, started out to dig up and 
sell prospects in that section of Texas. 

"You can't sit in an office chair and talk 
over the top of a mahogany desk and get 
the business," Mr. Roberts reasoned. Con- 
sequently he became a human idea factory and 
racked his brain for ways to prove the merit 
of the product he had to sell. 

He pulled off dozens of little stunts to sell 
his prospects and today he is the holder of a 
splendid selling record and has secured a great 
number of orders out in a territory that is 
considered hard to work. 

One of his ideas, which is responsible for 
his bigness as a salesman, is described by the 
editor of the Hondo (Tex.) Times in a front- 
page story— another valuable advantage Mr. 
Roberts gained by digging up selling ideas. 
As you go over this, read between the lines 
for the selling value of the trip: 

Car Makes Trip Covering 950 Milefl. 

"After being out for fourteen days and covering 
over 950 miles, C. W. Roberts returned Friday morn- 
ing to Hondo in his "Hudson 33," the radiator of his 

car still sealed as it was when he left here on 
March 21. 

"Mr. Roberts set out to demonstrate the perfect 
qualities of the motor used in Hudson cars. In 
order to prove this he asked that the radiator be 
sealed so that it would be impossible to refill it 
without breaking the seal. This was done, Mr. P. 
Jungman sealing it with his seal. 

"From here Mr. Roberts drove the car to Uvalde, 
Barksdale, Rocksprings, Sonora, Eldorado, San 
Angelo and^ back to Sonora. From Sonora to Junc- 
tion City, Kerrville, Boerne and San Antonio. Then 
from San Antoifio to New Braunfels and back, to 
Jourdanton and back, and then to Hondo, covering 
in all a distance of 950 miles. Besides this several 
side trips and demonstrating trips were made. Two 
dajS were spent pulling through mud, which has a 
great tendency to heat the engine, as will be readily 
understood by automobile users. 

"That the truth of the statements made by Hudson 
people in regard to the motors are well-founded has 
been proved beyond a doubt. 

"The radiator on this car when full contains about 
four gallons of water, and when it was refilled in 
Hondo Friday by the editor and Mr. Roberts, it was 
found to take only about three quarts. 

"That the trip was actually made as stated the 
editor has evidence to prove, as cards were forwarded 
here by Mr. Roberts from a number of the points 

That trip and Mr. Roberts' spectacular 
method of playing it up, getting the radiator 
sealed, getting the editor in on the deal and 
other points, are responsible for its success. 
It pays to be a human idea factory. 

It pays in orders. 

Competition and MANNERS 

XX THE DAYS when the store at the crossroads was the only uiie 
in eighteen miles, the storekeeper with his feet on the counter 
miLi'lit continue his target practice at the sawdust box until he had 
finished telling the loafers how lie caught six coons tip one tree, while 
the impatient customer waited for him to reach the period where he 
would turn and aggrievedly demand, "Something ?" When there was a 
store on each side oi him, and one across the street, he learned to put on 
a clean shirt, sweep the lloor, smile and saw "(lood morning! I low's 
crops?" When Mrs. J I eight's husband had three competitors crowd- 
ing him close, she does not snub the wives of his patrons. Where a 
man is undisputed boss of his territory, either in business or politics, he 
i- too strongly inclined to acquire the manners of a despot, (jiven 
plenty o\ competition, he soon leans to rub off sharp corners, bottle 
up has;\ temper, restrain glaringly selfish inclinations, and treat his 
fellow men with consideration, ( i« «>d manners are infectious. When 
the merchant, and the railroad, and ihe politician, and the professional 
man become polite to all the people, the people rapidlv acquire good 
manners aNo. There are some who are insliuciively courteous ami 
well-mannered regardless of any material coiiMderation, but most men's 
manners are shaped, like their lives, by forces that make their dailv 
bread.- Collier's. 

Get Your Gear Out of Neutral ! 

Jent llvln' 'louj? from dny V day, 

Nothin' perticler doin,' 
Jent pokln' 'round th* Name oV way, 

Not nearln' wealth or rooin.' 

Old Hens and Small Chickens 
Rouse Fear in Arnold's Heart 

HITTLE things ofttimes unseat the fond- 
est hopes. 
When Rameses sprang the above line 
on the philosophers of his time, he little knew 
that the fittest application of his regal wheeze 
was to be the offer of an Orange, Cal., man 
to trade a furnished residence, a good horse 
and buggy, a five-year-old mare, a rubber- 
tired rig, a few fruit trees, a dozen old hens 
and fifty small chickens for a New Self-Start- 
ing Hudson "33" 

Where Rameses' line fits in, however, is in 
the fact that Manager H. L. Arnold of the 
Hudson Sales Company, Los Angeles, was 
scared out by the small chickens. He was 
seriously considering the trade when he be- 
came aware of the truth that the small chick- 
ens would be included — fifty of them — and 
then he changed his mind, feeling that the care 
of the chicks might prove a little strenuous. 

To get a keen grasp of the situation, you 
must read the offer: 

"Dear Sir: — As I have seen your ad in the paper, 
a Hudson for sale, I would like to know if you 
wanted to trade for a residence in Orange, furnished 
house five rooms, good horse and buggy, five-year-old 
mare and rubber tired rig. There are also a few 
chickens, a dozen old hens and fifty small chickens. 
There are a few fruit trees just loaded with fruit, 
good lawn, lots of roses and different flowers. It is 
one block and a quarter from the Santa Fe Depot 
and two blocks from Main street in town. 

"Property is selling all around in this neighborhood 
for $3,000 and up. But ask $2750 for ours because 
we want to go North and I want a machine (a Hud- 
son) three passenger in good order of course. So if 
you have anything in trade let me know. 1" 

The mention of the small chickens proved 
the undoing of the deal. That scared Mr. 
Arnold away. Perhaps they were too small. 
Frys at least should be demanded in ex- 
change for a car. Too bad. 

Magnificence of Coupe 

Puzzles a New Relative 

XT takes a new member of the "Big 
Family" to give you a correct perspec- 
tive on the excellence of the product 
you, as a salesman, are selling. 

Old "Big Family" members get used to the 
beauty of the car. They see it all the time. 
But a fresh viewpoint is afforded when you 
get the enthusiasm for a new "Big Family" 
member. That's the acid test of the goods. 

James W. Buck, of the Buck Motor Car 
Company, has the Davenport, Iowa, territory 
for the Packard also. The first coupe he re- 
ceived was a genuine surprise to him. He 
thought it was a car for show purposes. His 
letter tells the story and give a fresh perspec- 
tive that is valuable to you: 

"The Hudson coupe which you recently shipped to 
us arrived a few days ago and we wish to assure you 
that it was a genuine surprise to us. We had no 
reason to expect anything so elegant and so well-made 
as the body of this car. 

"There is just a little doubt in our minds as to 
whether this is a regular body or gotten up for show 
purposes, and as we expect to sell more of this type 
if you can furnish them we would like to hear from 
you as to whether the coupe you furnished us is 
regular stock. Assuring you again of our apprecia- 
tion of this fine job, we are, yours very respectfully, 
Buck Motor Car Company, J. W. Buck.' 1 

The car was merely a standard job, of 
which a number have been sold this year. 

This has another value to you, in that it is 
the opinion of a Packard man. That is the 
last word in motor car judgment. 

Digitized by 


Published weekly by the Hudson Motor Car Co., in the interests of Hudson Distributor*, Dealers and Salesmen. 





Aurera, 111.. May IS.— The^ death 
of D. W. 8tockwell, of this city, In 
Hawarden, Canada, marked thr. 
passing* of one of the quaintest 
characters in Illinois. 

He was known as the "man who 
stood still." J 

An owner of one of the biggest 
stores In northern Illinois, outside of 
Chicago, during the civil war..- he 
prospered. After the war he failed 
to keep abreast of' the times 'and 
I he tame goods which he can I ad 
then today adorn the shelves and 
show windows of the store. 

Iftve >ears after the war he was 

still making a proat. Jn 10 years 
more the *lace was a curiosity 
shop, and has continued* so. The 
hjop skirt, barber-striped hose, J*t 
jVwelry and like antlqult'e* con- 
tinued a part of his stock. 

In latter years, ne was the only 
one who entered the place except 
viiltors to the city. He did no ad- 
%crtlt'.ng. He had abou*. Sio.uoo 
vicrth of goods and settled dwn .o 
wait for customers who never 
tame. He was at business at 7 
o'clock each morning, and Remained 
until 6 o'clock »n the evening. He 
was 77 years old. 

iawp»c i cwrrrw TO 

EAD the above article, and then ask 
yourself the question, "do I in any 
way resemble this "Man Who Stood 

Still ?" 

"Am I one of those distributors or dealers or 
salesmen who are adhering to old ideas, old 
fancies, who cannot make up their mind to 
change — to adopt new and modern ideas?" 

Are you one of those who are content and 
satisfied to let "well enough" alone? Are you 
one of those who are not taking advantage 
of the opportunities around them, who con- 

Los Angeles Most Success- 
ful Automobile Merchant 

duct their business in a listless sort of a way, 
who do not cover all parts of their territory, 
who do not keep their salesrooms clean, neat 
and orderly at all times, who do not have the 
highest degree of efficiency in their salesmen 
and employees and do not give careful con- 
sideration to the suggestions of the company 
with a view of constantly increasing the 
efficiency of their organization and profit to 
them in the business? 

There are only two classes of men who do 
not change their minds — fools and dead men. 
We progress through change. You can never 
make any improvement without change. If 
you do not change, you are standing still and, 
like the "Man who stood still," eventually your 
trade leaves you — you become an object of 
curiosity and literally, a DEAD ONE. 

A Powerful Reason 

J^\AKE the lesson taught by the "Man who 
\^S stood still" to heart; consider this in the 
right spirit and make up your mind now that 
you are going to improve every opportunity 
that comes your way; that you are going to 
improve your organization, increase your sales 
and make more money in your business. 

You can do it if you will. 

The beginning is the hardest part. Deter- 
mine to have an open mind, to listen to sug- 
gestions to you on new ways, new plans and 
above all, get action. To remain inactive, to 
stand still, not to advance and improve, mark 
inevitably the approach of decay and ultimate 
death in a business way, just as it does in life. 
The principle is the same. 

Are you one of those who continually look 
for an excuse or a reason as to why they are 
not following the suggestions of others who 
have been successful? Too frequently, it is 
the case that we find it easy to make excuses 
for ourselves and our shortcomings. If we 
are not doing as we should, we say that con- 
ditions surrounding us are not the same — 
that, it is different in our case. 

AliVe to Every Suggestion 

QO greater mistake can be made in assum- 
ing this attitude. The person who is 
accustomed to looking at every suggestion as 

Two Big Automobile Men 

Dr. Steese (at left). Secretary of the A. Elliott 
Kanney Company, Mew York, and A. Elliott 
Ranney During a Recent Visit to the Hudson 

if it had to do with something away and apart 
from him, forms a bad habit. It is like a shell 
which surrounds him and keeps him, as it 
were, in a cage. It is impossible for good 
to reach him. He dies like an animal in a 

Are you one of those in a shell? If not, 
then you will be alive to every suggestion. You 
will apply every thought which has been suc- 
cessful in a business way to your business 
and conscientiously see if you cannot get some 
advantage out of it. 

Some dealers and salesmen fail because of 
their pride. They think that an idea which did 
not originate with them cannot be a very good 
one. They are not open minded. They are 
not willing to listen to the suggestions of 
others who have been successful. How fool- 
ish this is. Around us everywhere we find 
suggestions, we find successful people, we get 
ideas from them. It costs us nothing. Why 
not try these ideas and suggestions? 

Many of them have been offered by the 
Hudson Motor Car Company, yet, generally 
speaking, some of the suggestions have not 
been adopted by you and carried out as thor- 
oughly as they should have been. Are you 
going to continue to do this? It is your suc- 
cess and your advantage which demands your 
first consideration in answering this question. 
Don't stand still. 

Plan Your Work- 
Then Work Your Plan 

Digitized by VjOOQIC 


"Whistling Mac" Who Performs 
4 Stunts at a Mile-a-Minute 


alias "Whist- 
re ling Mac" — a 
member of the Hud- 
son engineering board 
— took some of the 
factory men for a ride 
the other day. 

Now Mac is a de- 
mon driver. He is a 
former racing driver 
and has a string of 
victories several miles 
long. To show his de- 
moniacal nerve, once 
he won a race in Aus- 
tralia after driving 
nearly 500 miles with a 
broken jaw. 
So when Mac took the factory men for a 
ride, their timidity compelled him to keep the 
speed down to 60 miles an hour. It had been 
raining 2 days and the roads were 2 feet deep 
in mud. 

The ordinary man on such ferocious roads, 
at 30 miles an hour, would have been busier 
than a one-armed paper hanger with the hives. 
Yes it was pretty tame for Mac, but while 
doing a mile a minute he busied himself 
whistling, cleaning the rain off the windshield 
with his right hand, keeping the car in the 
road with his left hand on the steering wheel 
and telling funny stories occasionally. 

The factory men in the car gasped, their 
eyes rolled and several of their goats just 
naturally disappeared over the side. But Mac 
kept whistling, cleaning off rain and telling 

When they came to a good road and the 
palor had vanished they nicknamed him 
"Whistling Mac." Their gratitude for Mac 
saving them from being dashed to pieces was 
expressed in a box of good cigars. 

Consulting Engineer 

A Hudson Enthusiast 


Consulting Engineer, United Light & Railway Company, 

Grand Rapids, Mich. 

XT would be a pretty hard matter for me 
to pass criticism or to make comment 
on any particular part of my Hudson 
car for the reason that the Hudson car in its 
entirety is not only graceful in design but 
every part of the material in the car, as well 
as its workmanship, is of the highest class. 

I consider the motor in the Hudson about 
as perfect in operation as to bring it in a class 
of superiority in itself. 

The extremely courteous treatment and at- 
tention that has been extended to the writer 
since purchasing this car from your company 
(Stratton & Woodcock Auto Co.) should 
prove a large asset to the Hudson Motor Car 
Company, and for these facts you can feel at 
liberty in using my name as a reference to an\ 
prospective customer. 

Water Boils in Cars in Shrin- 
ers' Parade ; Hudson's Cool 

What SIZE Man Am /? 

aSK yourself that question: "What size 
man am I?" Are you a "10-car sales- 
man" in a small city or a "30-car sales- 
man" in a large city? 

A good salesman in cities the size of Den- 
ver, Detroit, Minneapolis, St. Paul, Des 
Moines, Dallas, Kansas City, Los Angeles, 
'Frisco, Seattle, St. Louis, New Orleans, 
Atlanta, Pittsburg, Buffalo, Cleveland, Indian- 
apolis and Louisville usually can sell from 30 
to 35 cars a year, retail. 

In New York, Boston, Chicago and Phila- 
delphia the figure is bigger. 

But the thing to do is equal or exceed stand- 
ards of the very best salesmen of those cities 
and work against that kind of a "task." Find 
out whether you are a 10-car man, a 25, 30 or 
35-car man. Decide which class you belong 
to. If you figure you can sell 10 cars a year 
then put your annual "task" just a little higher. 
Make 10, 18. 25, 30 or 35 cars your "task." 

Progressive Hudson dealers and salesmen 
in all sections of the United States are work- 
ing on the "task" system — and getting better 
results than when they worked without any 
target to shoot at. 

The first of each month they size up con- 
ditions. They decide that from their number 
of prospects, from their knowledge of which 
prospects are closest to the point of ordering, 
from the number of cars they can get, that 
they can sell 5 or 6 or 10 cars that month. 

Then they get out and sell that number. 
Many dealers have put all their salesmen on a 
"task" basis because it is of mutual benefit. 

OURING the week of the Shriners' fiesta 
in Los Angeles the Hudson car was 
called upon to take a very prominent part in 
all the parades, it being given the honor of 
leading all three main parades. 

The cars were driven at a walking pace — on 
low speed for over three and one-half hours 
in every event, and it is remarkable that any 
car could remain cool under these conditions, 
but the Hudsons did, while a bunch of others 
boiled badly. 

The salesman and dealer both profit as a 

Onlp S Daps Left in Mop 

i^vHERE are only 5 days left in May. 
^^y You can be a "35-car salesman" for 
those days if you will merely decide to be. 

The way to do it is to figure out carefully 
the number of cars you can sell during the 
remaining 5 days of May. Then add a car 
to that number for good measure. Make that 
figure your "task." 

Then get out and sell those cars. Go at it 
with as much energy as if your salary abso- 
lutely depended upon it. 

Your progress does depend upon it. Your 
bigness as a salesman depends upon it. 

Line up your prospects and then go to it 
hard. First go to the easiest-to-sell prospects 
on the list. Concentrate on them for a good 
part of your time. Use every strategic plan 
you can think of to get their orders and com- 
plete your "task." 

The way to successfully utilize the "task" 
system is with plain hard work. 

You will be surprised how you can hit the 
bulls-eye when you combine hard work with 
the "task" system — an actual mark to fire at. 

Ask yourself how many cars you can sell 
for that last 5 days of May. Then sell that 
number — and more, if you can. 

That will answer the question: "What size 
man am I?" 

Strictly Persona/"! 

^" g*OU have a new relative in New Orleans. 
1^1. He is H. A. Testard, the oldest in the 
yS^ business in the Crescent City, and, be- 
lieve us, the livest and most representative. 
He was the pioneer of the bicycle business in 
New- Orleans as well as the pioneer auto- 
mobile dealer. He had the first automobile 
that was ever shipped to New Orleans. It was 
a three-wheeled vehicle. He ran it three 
blocks. Then he shipped it back to Milwaukee. 
But he stuck to the business and when regular 
automobiles began to be built, Testard was 

He has always handled a good car. 

Three years ago he wanted the Hudson 
lin?. He came to Detroit and applied for the 
agencv. Then he waited for it. This past 
year he turned down probably half a doz^n 
agency propositions, some of them generally 

considered good. He wanted the Hudson, a 
car he could do justice to. 

His salesroom has the best location in New 
Orleans. It is on St. Charles street in the 
business center of the city. New Orleans peo- 
ple are guided by friends' advice in purchasing 
motor cars. Scores of New Orleans people 
when asked about what cars are performing 
well will say : "Go see Testard. He'll advise 
you well and you won't go wrong on what he 
tells you." 

Two notable automobile men, A. Elliott 
Ranney and Dr. Steese of the A. Elliott Ran- 
ney Company, New York distributors, were 
factory visitors last week. In addition to the 
automobile business Mr. Ranney is interested 
in several big New York enterprises. Dr- 
Steese, when not concerned with the number 
of Hudsons Manhattan buys, maintains the 

Actor John Drew at the Hudson Factory. Both He and His 

Manager, J. H. Mears Bought Cars, Delivered to Them 

Through the A. Elliott Ranney Co., New York. 

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reputation of being one of America's greatest 

E. T. Jones, Akron, O., called at the factory 
for a touring car he had specified in March. 
His territory is yielding him a big Hudson 
business this year. 

With two prospects he sold last winer in 
tow, E. E. Parker, Kalamazoo, Mich., jour- 
neyed in to the factory and assisted by the cus- 
tomers, drove home a roadster, touring car and 
torpedo. Parker is closing them in handfuls 
just now. 

A. B. Mohr, Mohr Auto Company, Bay City, 
Mich., swooped down upon the factory with 
the hankering for the touring car he had or- 
dered for spring delivery and drove away one 
of maroon. 

J. E. Gomery, Gomery- Schwartz Company, 
Philadelphia, was also a factory caller. Ed 
isn't much on vanity and while the Triangle 
hankers for his photo, we don't know 
how to put the proposition. In the act of ap- 
proaching him we suddenly lost courage and 
inquired about business in Philadelphia, which 
was good. 

President Arthur M. Day of the A. Elliott 
Ranney Company, and Samuel S. Toback, gen- 
eral manager, surprised the factory with a 
flying visit last week. Lots of notables last 
week. The Ranney men are ripping off the 
orders with some celerity. 

Eight orders last week — over a car a day — 
is the clip at which the Hudson Sales Com- 
pany, Dallas, Tex., is traveling. Rose and Fos- 
dick and their men are to be congratulated on 
that sort of work. Things are picking up in 
great shape. 

Jesse Illingsworth, of Dallas, can't drive in 
the Farm and Ranch magazine endurance run. 
Jesse discovered it is for farmers only. Tough, 
Jesse. We're thinking of buying Jesse a farm 
to see him win out. Jesse is considerable 

Our Mr. Labadie says tying Galveston to 
Houston by means of the new causeway will 
be a wonderful stimulant to the automobile 
business in Galveston. 

Reinforcements for the "Big Family" 
chicken fancying battalion have arrived in the 
person of M. L. Burkehead, El Paso. He is 
with us once again. His game chickens are 
born enemies of all Mexican chickens. Being 

born that way they invariably trim the opposi- 

Messrs. Archey and Atkins, Indianapolis, 
drove all the way to the factory and back this 
week. Archey is the demon road artist. Well, 
he lives close to the Indianapolis international 
speedway, anyhow. 

Manager H. L. Arnold of the Hudson Sales 
Company, Los Angeles, was at the factory. He 
reports the spring business as the greatest in 
the history of the Pacific coast city. 

Jean Bemb. from the Pacific coast, would 
like to put this personal question before the 
house: "In that pair of photographs in the 
Triangle, why are all the district man- 
agers so happy and the officers serious?" To 
which we reply that it is a serious proposition 
to have the district managers in a happy mood. 

Referring to the edibility of the Triangle 
— you remember the lady bookkeeper at 
Memphis said "those fellows just EAT that 
thing" — Los Angeles modestly calls attention 
to the fact that "we don't eat the Triangle, 
we read it." The height of precaution. 

This personal column is strictly for enter- 
tainment purposes. We have shut the door 
on ponderousness. And we're glad to print 
your regular funny stuff, if it is young and 
properly shaved so as to be recognizable. 

Three orders in one day — one of them to 
the Mayor himself — is the rapid-fire feat of 
W. K. Patterson, Portsmouth, O. Pat is the 
publicity speed merchant too. They use 72 
point, double column headlines, on his stuff in 
the Portsmouth Blade. They play it up as big 
news. We have our ear to the ground, Pat. 

Big Bill Mover, Des Moines Hudson dis- 
tributor, who is president of the State Auto- 
mobile Association, has started the pathfinding 
trip for the annual endurance run for the or- 
ganization, and he started it in a Hudson. He 
will circle the state, including every possible 
road condition, and give a thorough test for 
all the cars in it. According to Bill, there will 
not be any perfect scores, because he has laid 
out a route which is calculated to fracture any 
perfect score. The tour will cover 1.000 miles 
and it ought to sell cars for every Iowa mem- 
ber of the "Big Family," because the Hudson 
is the pathfinder and the tour shows what the 
car can do. 

KEEP the Car Sold 

By C. C. W1NN1NGHAM, Advertising Manager 

your man how to operate it." 

a BIG western dealer has less trouble with 
the persons to whom he delivers his 
cars, now that he has found a way of 
overcoming these objections, than he had for- 

He sold a car to a prominent banker of his 
town. This banker had a gardener who had 
had some experience with an automobile. The 
banker had every confidence in the world in 
the gardener's ability to operate the car. When 
the car failed to give service, when it could 
not climb hills, when it would not get up 
speed, the buyer complained of the car. He 
completely lost confidence in it. 

He was so thoroughly disgusted that he went 
back to the dealer and said, "I don't believe 
that all Hudson cars are bad. I just think 
that the one delivered to me is, and therefore 
I want you to give me a new car." 

The dealer could not do that so he said, 
Til tell you what I will do. I am absolutely 
certain there is nothing the matter with this 
car and I don't believe that your man under- 
stands it. Therefore I will put one of our 
men on the car to drive it for you. There 
will be no expense to you. You keep him just 
as long as you think is necessary and when 
you say the car is all right, you can send him 
back to me. He will not overhaul the car. 
He will merely operate it as it should be 
operated and in the meantime he will teach 

Gasoline in Radiator 

i^sHE buyer accepted this. 
^^y Among the things that acre discovered 
that the gardener zvas doing to the car was 
that one day h? /'<<* gasoline in the radiator. 
He had changed the adjustment of the carbu- 

Mr. Ingalls of Montgomery. 

Member of the Firm of Patterson * Ingalls 
as Shot by the Staff Photographer WhlleHlt- 
tlng It Up at the Factory. He Does Things So 
Rapidly lie Kicked Ills Left Foot Out of the 
Picture and It Had to Be Painted on By a 
Foot Specialist. Mr. Ingalls Is a Big Auto- 
mobile Merchant. 

retor. He had had the magneto apart. 

Now he naturally, to strengthen his own 
position with his employer, had professed to 
know a whole lot about an automobile and 
consequently anything that was not satisfac- 
tory in the service of the car was due in the 
owner's opinion solely to the car. That is 
why the owner wanted a new automobile and 
why he had lost confidence in this machine. 

At the end of four days the dealer's driver 
was returned and the buyer said, "I am satis- 
fied." The result of that arrangement was 
that the buyer of the car now has more confi- 
dence in the Hudson "33" than he has in his 
driver and when the driver makes complaint 
as a good many of them do, to every dealer's 
knowledge, the owner will not place as much 
confidence in his man's statement. He knows 
a thing or two himself. 

Your June "Task"— 

Year's Best Month 

How many cars can you sell during the beautiful 
June weather — the best selling month in the year? 
Set yourself a task — a certain number of cars to 
sell— and BRAT It. Determine you will sell MORE 
than that number and then FIGHT for the orders. 

Handsomely Colored Painted Sign Board Put Up by Fred 

Warren, San Antonio, ^exas, Opposite Historical Alamo. 

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Published weekly by the Hudson Motor Car Co., in the interests of Hudson Distributors, Dealers and Salesmen. 

Chicago Speed 

Rapid Footwork of the Trio that Hold* the Hudson Reins in Chicago — J. L. McLaren, F. M. Busby 
and Lonis Geyler (left to right) burning: up the factory speedways. 

What a Business Detective Saw on a 4000-Mile 
Trip Among Hudson Dealers 

By the Business Detective 

I HAVE just finished a 4,000 mile trip among Hudson dealers 
and salesmen in the interests of the Triangle, in the endeavor to 
answer the question which some automobile merchants and sales- 
men are asking themselves: 

"What's the matter with my business?" 
I found out what is the matter with many businesses — the solutions 
are here. 

I will register the good and bad impressions which were left with 
me by the different salesrooms, salesmen, methods and ideas. I will 
not mention names of the three score cities I visited, so there can be 
no clue to the identity of those criticized. 

This story of my travels is of value to you because it gives you a prospective 
on your own business problems. In dozens of instances the answer is here given 
to the question as to what is the matter with various businesses. 

Those conditions fit elsewhere also. There 
are good ideas, too, which you can well adopt 
if you are not already using them. But, re- 
member, the vitrol and the sugar are going 
to be handed out here, regardless of who gets 

Methods ef a 8ncceMfnl Dealer 

gT the first place I visited, I was much 
impressed with the general appearance 
and the atmosphere of the salesroom. In the 
mind of this dealer there was evidently the 
purpose to make his salesroom as attractive 
as possible to the prospective purchaser. Other 
methods that he is pursuing to keep Hudson 
owners sold on the car after the sale and to 
promote the sale very much impressed me, and 
are certainly worth mentioning. The same 
desire carefully carried out would undoubt- 
edly bring equally excellent results in other 

One of the methods is that of giving Hud- 
son owners one year's service free. This is 
working out splendid results, as every Hud- 
son owner in this particular territory is a great 
booster for Hudson cars. 

Of course, dealers will understand by free 
service that it does not cover work done on 
an owner's car which was necessitated by acci- 
dent or fault of the owner. The dealer cited 
several instances where sales were directly 
traceable to this splendid service he is giving 
his customers. 

&•■«*> Oat Pfcetoa of List 

VoJHE second method above mentioned has 
^^J sold a number of cars for him. It is a 
framed Hudson owners list hanging on his 
salesroom wall and post card photographs of 
this list which he always encloses in his cor- 
respondence to prospects. 

In talking the car to a new prospect, before 

The Order It Tucked 

Within HU Inside Pocket 

This photo chronicles the Jnst-rot-the-order 
smile and manner of George D. Wray, Shreve- 
port. La. 

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giving him a demonstration, he hands him one 
of those postal cards on which is the photo- 
graph of the owners list. He asks him not 
to take his word for the goodness of the car, 
but to call up any one of the owners before 
taking the demonstration and ask his opinion. 
If followed out by the prospect this plan 
almost invariably results in a sale. 

It struck me that this is one idea which 
could be carried out by every automobile 
dealer, as we all concede the truth of the old 
adage that — "a satisfied owner is the best 

Incidentally, I might say right here that the 
cost to this dealer of giving one year's service 
gratis to Hudson owners figures only a small 
amount per car, and on his books this cost 
is figured in both the advertising and the ser- 
vice account. This particular dealer charges 
the most of it to advertising, and considers it 
the cheapest advertising he can do. 

Appearance Destroys Cealeeaee. 

aT another agency the first impression 
(and first impressions are generally last- 
ing), was of the disorderliness, carelessness 
and dirt. Not only would the place not attract 
a buyer of tasty habits, but it was not the 
place into which one could invite a woman 
buyer to see the car. 

Remember, in many sales the woman's word 
is the deciding factor and many sales have 
probably been lost because the average woman 
dislikes grime and dirt. 

Dust and litter were over everything and I 
couldn't help but think that at the smallest 
possible expense and thought, the place could 
have been transformed to one of beautiful 
appearance. In my opinion, such a transfor- 
mation would mean tremendously increased 
business. That was what was the matter with 
this dealer's business — he admitted something 
was the matter. 

Makes lacleeataU the Bl* Tfclags 

aT another place the one great thing that 
filled my eye upon first entering, was the 
garage and the garage business. To put it 
another way, the car for which the proprietor 
of the garage was agent was enshrouded in 

While there were a number of Hudson 
cars in the garage, it is my opinion that the 
dealer would multiply his sales by a con- 
siderable number if the first prominent thing 
one saw on entering his door was a perfectly 
polished new car. 

This would give it the best possible setting, 
according to the conditions of his place of 
business. I was glad to hear the dealer state 
it has been his belief that in order to get the 
greatest number of sales in his territory he 
could easily see that greater stress must be put 
upon the selling of cars and less time and at- 
tention given to general garage business. He 
actually knew what the difficulty -was, but did 
not remedy it. 

Small Tawa— Wall Staged 

gT another town of 35,000 which I visited, 
it was gratifying to see the Hudson car 
in an exhibit room by itself, and with a com- 
fortable settee where prospect or prospects 
might be seated in looking over the car or in 
talking with the dealer. 

While this special room was small, just 
accommodating the one car, there was an 
attempt to get the best possible effect in it in 
the way the car was placed, and the way the 
electric lights were situated. 

They were placed so as to throw the light 
straight down upon the beautiful lines of the 

Another thing that struck me in connection 
with this same place was the general neatness 
of the garage and the repair shop. They were 
entirely separate from the garage and sales- 
room, thus taking the old, unsightly and crip- 
pled cars out of the eyes of strangers or a 
purchaser visiting the place. And this dealer 
was selling cars at a rapid clip. In a year he 
had made it a "Hudson town" — more Hud- 
n)N'> there than any other car anywhere near 
its price-class. 

(Continued in Next Week's Triangle.) 

"All Set" for the Shriners at Los Angeles 

Hudson Sales Company's Stora Decorations Upon Occasion of Shriners' Fiesta 

Little Selling Stories 2 

That Contain Valuable Tips » 

3-Talk "Car" First-Price Later. 3 

Manager Memphis Motor Car Co., Memphis, Tenn. 

j^i^HE writer recalls a trip a short while 
M *J back made by one of our salesmen, 
^t*e*/ namely Mr. Faulhaber. 

We got one of yAir regular cards with a 
letter attached, giving the name of a pros- 
pective buyer. This card was turned over to 
the salesman about noon. 

Along in the afternoon, late, he gave a 
demonstration to the party and ran out of 
gasoline about nine miles out of the city. The 
buyer, up to this time, had refused to buy the 
car, saying it was too much money. The 
salesman told stories of some remarkable re- 
sults Hudsons had given right in this terri- 
tory and recalled to the prospect's mind the 
superiority of those results over achievements 
of cars with which the man was familiar. 
Finally the prospect began to forget price and 
began to realize the car's extraordinary value. 
After visiting together for about an hour 
while out of gasoline, his mind was changed 
and about 6:30 that evening he came in with 
a check for the car. 

It might be a good stunt for all demonstra- 
tors to be equipped with a small supply of 

Herewith is a picture taken of a Hudson 
assembled in Memphis. 

As you will notice, this is a show chassis 

shipped to us in February, on which we put a 
regular maroon touring body, leaving the 
chassis trimmed in the white as originally 

We will say one thing : That nobody ever 
sees this car on the street that doesn't look to 
see what kind it is. 

Possibly this might be a good stunt for 
demonstrators, in certain sections. We hope it 
will be of use to vou. 

Earl of Harrington, After 
10,000 Miles, In Ecstacies Over 
His Self-Starting Hudson 

nERE is a letter from the Earl of Har- 
rington, Elvaston Castle, Derby, Eng- 
land, which prolifically shows what the 
New Self-Starting Hudson "33" is good for. 
The Earl is the master of fox hounds and 
necessarily has to give his car a good deal of 
hard work. Some months ago the Triangle 
printed an interesting letter from the Earl, 
after he had driven the car about a thousand 
miles. He was in ecstacies then, too. He is 
far more delighted today, as you will note in 
this missive to the Rawlinson-Hudson Motor 
Car Company, Ltd. : 

"I have had the 25 h. p. Huosox since the 
19th October, and it has only missed going 
out two days, except Sundays, since it was 
delivered. The distance covered is now over 
10,000 miles, and I have not had to stop 
once, although neither the valves nor anv 
other part or the engine has been touched, 
and it averages over 20 miles to the gallon 
of petrol. 

"It is certainly the most remarkable hill- 
climber I have ever seen, and the easiest 
car to drive. It is the best car I have been 
in. and I cannot pick a single hole in it. — 


Olt Sails For Europe 

aOHN A. OLT, manager ot the Export De- 
partment, sailed away to Europe on a 
pleasure trip the other day, accompanied by 
Mrs. Olt. 

^m^ While abroad Mr. Olt 

01^ will call upon the Raw- 

^^|J| linson-Hudson Coom- 
^VK^BT pany, members of the 

^J "Big Family." He will 

^^PP also pay visits to the 

"Big Family relatives 
in France, Germany, 
Belgium, Spain and 
other countries. 
Mr. Olt lived in Europe for years and his 
experience abroad is of value to the dealers 
and distributors with whom he comes in con- 
tact. While in Germany. Mr. Olt will make 
his headquarters with Civilingenieur Max 
Deesz. Hudson distributor, with main offices 
in Berlin and Dusseldorf. 

A Stiff Fight-But 
He Got the Order 

By E. A. Sluder, Sales Manager Hudson Auto 
Sales Company, Houston, Texas 


HE hardest sale that I have been up 

against was one to a Mr. B . 

This prospect was one of the first that 

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I received when I came here two months and 
a half ago. I had been in to see him almost 
daily, and had taken him out riding on four 
different occasions and taught him how to 
drive the car and to shift the gears on these 

In calling on Mr. B I could not get 

him to make up his mind to place his order, 

he kept making comparisons with the W 

car and the K car. 

He seemed to want to acquire all the details 
of the make of a car that was necessary be- 
fore I secured his order. He wanted me to 
have the rear system taken out from under a 
car taken apart, so that he might see the 
size of the gears, and know just what the 
differential looked like. 

Also he wanted me to take the lower half 
of the crank case off so that he could see the 
workings of a crank shaft and connecting rod. 

He was very skeptical of a two-bearing 
crank shaft, and I had to explain how much 
larger our crank shaft is than one that would 
be used in a three or five-bearing motor. 

Convinced on On# Point 

I THINK that the argument that con- 
vinced him in favor of a two-bearing 
crank shaft was the simplicity of alignment, 
and a demonstration showing how much 
harder it would be to get a five-bearing crank 
shaft absolutely true. Finally, about two days 
after the last of these demonstrations, when I 
dropped in to see him I told him that the last 
car that I could deliver within 30 days was 
the one that he had been looking at. If he 
did not take this car it would be 30 days or 
more before I could give him delivery of a car 
I told him, and it was a fact. 

That landed his order I had "jammed" him 
with the "now-or-never" talk. 

Immediately after signing the order and 
giving me a check he wanted to know if he 
could have delivery that evening. It was then 
about 4 :30 P. M. 

After explaining that it was impossible to 
get all the extras on the car in that length of 
time, he then wanted the car by 9 :30 the fol- 
lowing morning. 

But of all the arguments that were used, I 
think it was the constant, steady, hammering 
"follow up" that finally landed his order. 

(EDITORIAL NOTE— This sale was a hard one 
heeanse the prospect Insisted on getting: down to 
technical details — the short -cat past such a sltua- 
tloa Is provided In the talking: of the fascinating: 
engineering: career of Howard E. Coffin, telling: of 
his six famous cars and how his masterpiece, the 
new Self-Starting Hudson "S3," is far in advance of 
It* day*. Tell the names of the famous cars Mr. 
Coffin designed, of his holding: every Important part 
In engineering: circles longer than any other man 
—hew be designed more cars than any other engi- 
neer — how every car he designed has been the car of 
the boor. Tell how Coffin's name in motor car 
engineering circles is spoken like that of Thomas 
A. Edison In electricity — the supreme authority. 
And the masterpiece — the latest car — of Howard E. 
Coffin is the New Self-Starting Hudson "33." That 
I* the guarantee that it is the most advanced and 
greatest car of Its day. That selling talk arouses 
the desired confidence far quicker than allowing 
the prospect to get down to technical details and In 
dosens of instances where technical discussions 
were strung out for days, a half -hour talking Coffin 
hss landed orders. 

A Kansas dealer was plunged Into a technical 
discussion with a prospect recently. He saw a 
nerer-cndlng line of arguments ahead. So he lit- 
erally dragged his prospect out of the seat of the 
salesroom car over to a photograph of Mr. Coffin 
sn the wall. Then he recited a story of Mr. Coffin's 
Interesting career, building confidence that way, 
instead of by the technical route. In twenty-five 
minutes the man had signed for the car. Talking 
technicalities it would have been a week before he 
secured the order. If at all. 

This Is not a criticism of Mr. Sluder. His keen 
grasp of the things necessary to secure the order 
was strategic. In all probability he did the right 
thing. More often the Howard E. Coffin talk is 
the short-rut to the order and it uniquely sidesteps 
technicalities and arrives at the dotted line far 

"Today Starts That 
June Task" 

Decide Today How Many Cart 

You WiU Sell— Then Start Work. 

ing to Set Your "Task" 

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shook hands with him and came back to the 
show-room. I was mighty gloomy about it, 
too. The order had been within easy reach. 

The thing that cost me that order was 
tardiness. I didn't regard an appointment as 
a thing to be kept to the minute. Within 15 
minutes of the time was close enough. 

But that thing taught me an everlasting 
lesson : Be on Time. And now I make it a 
point to be punctual to the minute when I 
make an appointment with a man. I surprise 
him by walking into his office or up to the 
front door of his home on the minute. And 
that gives a person a feeling of confidence in 
you. Because you do as you say you will do. 
That helps the sale of the car too in more 
ways than one. When you say upkeep is in- 
significant on a Hudson it sinks deep, I tell 
you, if he has no cause to doubt your word. 

Get There On Time 

llNCE I received that lesson I have never 
. _ been late — not once — and you won't find 
tardiness in my make-up. I know how it 
helps land them. It gives the prospect con- 
fidence in you. Don't get there too early — 
that shows over-eagerness — but be there on 
the instant. Wait outside if necessary. 

We all have faults. I don't think there is a 
perfect salesman. But at the same time there 
are a lot of radically wrong things about 
each of us that can easily be corrected and 
the result is an increase in the number of 
orders we get. One of these faults with the 
writer was tardiness. That's corrected and it's 
making money for me. 

If this shoe fits anybody else in the "Big 
Family," just put it on and keep your appoint- 
ments to the minute. 

Strictly Personal | 

HOR president of the "Big Family Ath- 
letic Association, we nominate athlete 
F. D. Stoop, Kalispell, Mont., Hudson 
dealer. He is a demon salesman. The week 

of May 7th he sold 4 Hudsons, a F , an 

E and a S . Seven in all. but 4 

were the car you sell. F. D., our ear is close 
to the ground — keep up the same proportion — 
4 to 1, always. 

From Phoenix, Ariz., to St. Louis, Mo., is 
the trip being made in a New Self-Starting 
Hudson "33" by Edward and P. M. Jewett. 
Southwest dealers, please copy — in your note- 
books. The Jewetts are doing good publicity 
work. They are quoted in El Paso papers as 
saying: "The Hudson is the best car in the 
country and we are giving it a good tryout on 
this trip." Watch for the Jewetts, 'phone your 
newspapers and get the essential publicity. 

For the real honest-to-goodness athletic 
member of the "Big Family" Athletic Asso- 
ciation, gentlemen, may we propose for mem- 
bership the name of that celebrated basketball 
player, that indefatigable frat member — 
Byron Darst, of Bloomington, 111.? By, old 
top, consider yourself initiated. 

Anybody who can't sell cars this beautiful 
weather, couldn't sell candy to a school kid at 
2 sticks for nothing. Bill, get out and dig — 
wait until next winter before you contract 
spring fever. 

A car a day is too easy in this wonderful 

To show you how easy it is, J. H. Phillips, 
St. Louis, Mo., locked up his w. k. W r inter 
Automobile Exhibit and beat it for the sum- 
mer headquarters on Delmar Boulevard. His is 
ripping off the orders so fast he hasn't time 
to write the factory about it. He sends word. 

Read about the man whose car sank in the 
ocean quick-sand in Florida? He was taking 
things too easy. In these strenuous automobile 
selling days, taking things easy means getting 
buried in the competitive quick-sands. Double 
the speed. 

Louis Geyler, L. L. McLaren and F. M. 
Busby, big men of the Louis Geyler Company. 
Chicago, were at the factory last week. Mr. 

McLaren dropped into the store one noon 
recently. "I just landed one in Marshall 
Field's," nonchalantly remarked Mr. McLaren. 
"You have nothing on me," replied Mr. Geyler. 
"I just landed one in Marshall Field's store." 
And it developed that, unknown to each other, 
both officials were working on different pros- 
pects in the same store — and both orders were 
secured within a few moments of each other. 
Last week the Geyler organization got 3 or- 
ders one day and 5 the next. A big prize con- 
test is on among the Geyler salesmen. Sales- 
man Louis Orme, at the moment this is being 
written, was a nose ahead, tightly pursued by 
the others. 

"What we want to know is," inquires the 
lady manager at Grand Rapids, "How all those 
men get their photos in the Triangle? They're 
not much on looks." And quickly throwing 
up the fortifications we rush this into print: 
"Their photos scarcely do them justice, as it 
were, but the staff photographer is largely to 
blame — not they — because they try to pose 
themselves as beautifully as possible." 

Pretty soon we are going to try to get all 
the lady members of the "Big Family" to- 
gether for a posed photo. This, we expect, 
will be a masterpiece. We have one photo 
already, but hesitate to use it. We're afraid it 
doesn't do her justice. 

Manager J. W. Holliday of the Wyeth Auto 
Supply Company, St. Joe, Missouri, is hard at 
it these days, for business is good in St. Joe. 
One of the biggest business men in the city — 
Alden Swift, son of the late packer Swift — 
drives a New Self-Starting Hudson "33." 

Roadsters are getting decidedly popular in 
and around Lawrenceville, 111., the stamping 
ground of A. L. Maxwell He keeps the wires 
hot ordering more. 

Driving from Detroit to South Bend, Ind., 
in a car he specified in April, Mr. Kerslake, 
South Bend, says he is coming back within a 
week for 6 more he had specified. 

The rumbling you hear from down in the oil 
country is Rupert Cox, Beaumont, Tex., scin- 
tillating around among those excellent pros- 

pects who have accumulated in his files. Make 
them owners, Rupert. Believe us, he will. No 
seconds are needed in this motion. 

Melons, beans and automobiles have their 
headquarters near the place of A. C. Burton 
and his live-wire aid, E. A. Sluder, Houston, 
Tex. Near the salesroom is Mr. Burton's 
farm, where he raises A No. 1 top-notch mel- 
ons and beans and things. 

Are you reading the Triangle's first con- 
tinued story about the sleuth? You'll get a 
lot of good things out of it. 

Set your "task" for June — only 24 days left. 

Make it as stiff a "task" as you can accom- 

For the benefit of new "Big Family" mem- 
bers we will state that this "task" business 
consists of the first of the month looking over 
your prospect list, deciding how many can buy 
cars this month and making that number your 
June "task." Make the sale of that number 
of cars your "task." Determine absolutely to 
sell that number and you'll find with an actual 
target to shoot at, you'll succeed. Of course 
youve got to work hard, but you'll succeed, 
if you determine to. 

Mr. Ingalls, of Montgomery, Ala., was at the 
factory. He is the big automobile merchant 
of his city. The staff photographer got him, 
as shown in last week's Triangle, when he 
was entering the factory. 

The Macon, Ga., delegation consisted of Mr. 
J. C. Wheeler, a young man and the progres- 
sive element of automobile circles in Macon. 
He is selling cars faster than the supply 

Remember that June "task." You'll sell more 
cars if you do. And you'll fix a "task" for 
yourself if it is actually your desire to make 
more money this month. 

More automobiles are sold in Tune than in 
any other month of the year. You'd better 
fix a "task" and get the cream of the business. 

No "task" system ever did anybody any good 

\ The Hardest Sale I Ever Made j 

By Frank E. Howes, Manager Aatoeiated Gara*e, Ltd.. Honolulu, T. H. 

a LONG about the first of this year we 
received a communication from Mr. L. 
Von Tempsky, a big cattle raiser, who 
has a ranch on the side of Haleakala, the 
largest extinct volucano in the world, on the 
Island of Maui, telling us that he was con- 
templating buying a car and asked us for 
advice as to which car he should buy. We, of 
course, recommended the Hudson in our letter 
to him and explained all the advantages in 
owning one. 

W r e did not hear from Mr. Von Tempsky 
again until the last of February, when he ap- 
peared in Honolulu. W r hen I approached him 
about buying a car he said that he had already 
decided upon a C . and was at that mo- 
ment trying one out and had about concluded 
to buy it. We asked him to wait one day 
more before purchasing so as to give us an 
opportunity to take him out in a Hudson, to 
which he agreed and we made an appointment 
for the next day. 

Competitive Salesman Goes Along 

If f T the appointed time, Mr. Von Tempsky 
^ \ appeared, but much to the writer's sur- 
prise he said that he had invited our com- 
petitor, the C salesman, to go with 

him so that he might get his opinion of the 
Hudson. This looked bad for us, but I imme- 
diately acquiesced and drove around and 

picked up the C salesman, and gave a 

demonstration that must have made some im- 
pression, for the touring car worked perfectly 
and never hesitated for hill or dale. When we 

returned there was silence so great one could 
hear it, just like hesitating before one of those 
"Stop! Look! Listen!" signs. Mr. Von 
Tempsky calmly informed us that he would 
not purchase until after he had returned home 
and had time to think it over. 

Tries to Cinch Sale— Rebuffed 

I DID not feel satisfied with this, so, on 
the following Tuesday, I boarded one 
of the Inter-Island steamers and went to Maui, 
hoping to steal a march on my competitor and 
"cinch" the sale. But I was again rebuked and 
advised that in the Saturday morning's mail I 
would receive a definite answer. 

I returned to Honolulu on Friday morning 
and again decided to force the issue, so 
shipped a Hudson touring car to the nearest 
port to Mr. Von Tempsky's ranch on "spec." 

Ships Car Ahead of Order 

J^vHE car landed there on Saturday morning 
^^y with instructions to one of our mechan- 
ics who was doing some work there to look 
after it. In the Saturday morning's mail we 
received an order from Mr. Von Tempsky for 
a Hudson touring car, provided we could de- 
liver at once. 

It needed only the use of the wireless to 
advise him that the car was on the wharf for 
his acceptance. 

Thus, after a strenuous campaign, I landed 
the hardest sale I ever made, due mostly to 
the superior merits of the Hudson, exposed by 
direct comparison with the Hudson's strong- 
est competitor. 

Digitized by 


The Pioneer of the 1912 line, after having run over 15*000 miles, wm pressed Into service for the 
trip to the Indianapolis races without any tuning np before, during or after the 600-mile Trip. Not 
a minute's work was done on the ear, and it has seen harder work around the factory and on the 
fierce Michigan roads than can be Imagined. The Pioneer took part in the Wolverine Club run, 
Detroit to Indianapolis. She led the 100 cars Into Fort Wayne and into Indianapolis by miles. 
Returning to Detroit no 1012 car anywhere near the "33V price held to the 40-mile an hour grind the 
way she did without a finger touching the machinery. 

fceerarag Sales Past 

ftttiie Old Tirk 

By E. H. BROADWELL, Vice-President 


X WALKED into an automobile show 
room recently and stood on the oppo- 
site side of a car from a prospect who was 
in the hands of a man who looked like a 
mighty keen salesman. While I was inspect- 
ing the car, I listened to the conversation. 

"By the way," asked the prospect, "What 
price car is this?" 

The salesman seemed to overlook the ques- 

"I want to have you sit in the seat a mo- 
ment and note the driving position," the sales- 
man said. "Now then" — after the prospect 
had climbed in — "note the comfort, the ease 
with which it is possible to operate the car 
from that seat. Note the roominess of the 
front of the car." 

Then he pointed out other details, such as 
the lock on the shift lever, the handy carbur- 
etor adjustment on the dash. 

When the prospect got out of the car, he 
again put the question of price. 

"First I want to show you how astonishing- 
ly simple this car is," the salesman came 
back. Then he explained the simplicity of 
the car, how it cut upkeep cost, how a layman 
could handle such a car's mechanism with- 
out any difficulty and how such a simple car 
had no litter of rods and supports to get out 

of order. "Being self -starting, your wife 
or daughter, can drive it also — that gives it 
additional value to you." 

Then he told how owners were getting ex- 
traordinarily long mileage. He went into this 

prospect's mind. 

So he built the value clear up to $2,500 — 
then instantly he shot the price of $1,600 at the 
man. The price was so distinctly lower than 
the value this salesman had created upon the 
car that it left a lasting impression upon the 
prospect. It hit him squarely between the 
eyes as the one best buy he had seen. It was 
cheap at such a price. 

The Idea Got the Order 

J^nHE prospect believed the car was cheap 
^^/ at the price because the salesman had 
proved his point by telling how simplicity 
cut the cost of building the car. 

The impression that his talk left, I noticed 
when the man left the store, was great. 

And the reason I am telling this story is be- 
cause that salesman got the order. 

He got it in the face of this man's close- 
fistedness. He got it where a competitor 

"Wild" Bill Tremaine, Jean Bemb and Arizona Cactus 

Digitized by 

r A 

Wild BUI Tre- 
maine, Phoenix, 
Arlx., dealer (at 
left), Jean Bemb 
and the cactus at 
rlffht. "Wild 
Bill" knows ev- 
ery road In Aii- 
sona. He has 
driven In three 
Los An gel es - 
Phoenlz raees, 
and is the tour- 
ing encyclopedia 
of the southwest. 
The photo is typ- 
ical of BUI. He 
knows every 
man. woman and 
child in Phoenix, 
and has made it 
Town. ,— I s^ 

— me. — 



"Big Business " 

From Birmingham 

. Ala. (at left), 

_„ __ „ welcome by the 

Thousand Dollar Smile of Mr. Morse at the 

Charles Deneffre, Blrmlnghc 
being riven the "Bhr Family' 

stated the Hudson coupe price. 

You've got to build value before you let 
your prospect in on the price, should he be 
a man who is not familiar with the price. 
Unless you create an idea of immense value 
in any man's mind in connection with a high- 
priced article you can't close him with any 
speed. He will try to find out for himself 
and from your competitors. Then you are at 
their mercy. 

Make this your slogan — Sell the car first; 
then the price will sell itself. 

selling a $1,500 car had failed, because in all 
probability the competitor had acceded to 
the man's request to tell him the price the first 
time he asked it. The "Big Family" member 
held off the price until he had created an im- 
pression of big value. 

That is the way to steer past the "price" 
snag. Yet I am sorry to say that I know 
of several sales that have been lost in the 
"Big Family" because salesmen did not care- 
fully size up the prospect who was over- 
anxious to know the price before the seller 
had built up a correct standard of value in 
his mind. Hence the prospects, having had 
their attention called to no definite $1,600 
value, instantly thought the price was too 
great for their pocketbooks. 

And that objection, clear through the rest 
of the solicitations, kept the prospects from 
enthusing with the result that when the time 
came to close the orders, price wrecked the 
chance of making the sales. 

Hold Price a Secret 

^rtHEN you get such a prospect, — and you 
\J/ generally know if you study your man, — 
then keep off the price talk at least until you 
have given him an idea of the car's actual 

If he seems to get irritated, as one out of 
a hundred may, then tell him this : 

"Now before I inform you on the price, I 
want to show you the car. I want you to 
understand its tremendous value over anything 
in its class. If I do that neither you nor 
I need argue about price. If I can't show 
you that value, you wouldn't want this car 
anyway. Isn't that right? Then I'll tell you 
the price after we go over the car." 

There are some men who ask the price, 
although they know it beforehand. They 
can be handled effectively the same way. 

This method of handling also staves off 
the man who comes in with the old story 
about wanting a car for less price than the 
Hudson and then asks to look at a Hudson. 
You remember the incident told in the Tri- 
angle in which a wealthy man who was 
known in his business as a "close" buyer came 
into a Hudson store and said he wanted to 
buy a $1200 coupe. He went down the street 
and bought a $5,000 coupe when the salesman 
told him he had nothing at that price and 

Strictly Personal 


las, Tex., and their rapid-fire organi- 
zation slipped across 20 orders in May. 
That is good work. Dallas is a branch house 
territory, into which the life-o'-trade jams 
its best scrappers. But the Fosdick-Rose foot- 
work is too good. 

How's the June Task Coming'? 
The far west and the far east rubbed elbows 
at the factory last week. S. G. Chapman of 
'Frisco, and Messrs. Henley and Kimball, 
Boston, were visitors. 

Ths "Task" Idea is Getting Them. 

Also there was the far north and the far 
south. H. A. Testard of New Orleans, and 
Frank Mahoney of Regina, Canada, each en- 
lightened the other in reverse gear. 

Smllss Ball Mora Goods Than Frowns. 

Many "Big Family" members met Mr. Test- 
ard for the first time. Unanimously they all 
stamped him O. K. Fine personality, shrewd 
business man and an all-'round likeable person. 
Persistence Usually Wins. 

At last we got the photograph of Ed. Go- 
mery, Philadelphia. We had to hire a Hearst 
newspaper photographer to get him, the photo 
being taken through a hole in a telegraph 

Keep the Paoe — Don't Give Up. 

That sizzling live-wire, M. B. Aultman, Jack- 
sonville, Fla., was at the Indianapolis races, 
then came to Detroit. In the south M. B. 
is the luckiest man alive. At Indianapolis he 
put a dollar in a pot. He picked Bruce- 
Brown. The load was too heavy for Bruce- 
Brown. He carried the dollar about two laps 
and quit. 

Sell the Car — Then Sell the Price. 

The Triangle's dollar was on Bob Burman, 
who turned a double somersault and quit. 
That's a dollar's worth. 

What is Tour June "Task"? 

A complete, leather-bound recipe book is 
now being published by F. C. Benson, Syra- 
cuse. If you will write to him, he will tell 
you how to make a "Stinger," which — though 
it tastes wonderful — is a concentrated tor- 
nado. Three of them will crank a man-o'- 

Practice Absolute Sincerity. 

Going to Indianapolis for the races, the 
New Self-Starting Hudson "33" was first into 
Fort Wayne — the end of the first day's jour- 
ney from Detroit. It also led the caravan 
into Indianapolis. John Machesky, ex-Glid- 
den tour driver, piloted it. 

And it led coming back, too. 

It had no speedometer, was the first 1912 

car built by the factory, hasn't missed a day 

in service and not a minute's work was done 

on the car during or after the 600 mile run. 

Cut the Ozone — Talk Pacts. 

For a whole-hearted, red-blooded Southern 
gentleman, you want to meet F. W. Gold- 
smith of Atlanta. He could sell anybody 
Manhattan Island, but he wouldn't. He is 
equally rapid in selling Hudsons in and around 

Smile — Then Keep Smiling. 

And the genial Mr. Stenersen, Charlotte, 
N. C. gave a vivid demonstration of the live- 
lier attributed to him by his press agent, L. 

J. Robinson. His initials ought to be "L. 
YV.," meaning Live Wire, argues Robbie. 
"iave Wire" Merely Means a Hard Worker. 

"Oil King" Rupert Cox thundered into the 
factory last week from Beaumont, Tex. Your 
"Big Family" relative from there is a big man 
in physique, mind and salesmanship. He's 
there, believe us. 

Pat Snap Into the Work. 

Speaking of thundering, roaring and things 
bring to mind the fact that E. B. Lyon — the 
opportunity-grasper as explained in a recent 
Triangle — with James M. Black, was at the 
factory also. Mr. Lyon is head of the E. B. 
Lyon Motor Car Company. 

Study the Prospect £ist for Openings. 

The man in whose brain was conceived the 
idea of taking photos of owners' cars in his 
territory, getting a testimonial from the owner 
and getting out a book on the subject, was 
here also. The idea was worthy of an old, 
battle-scarred veteran, but Frank H. Jen- 
nings, Kansas City, Kansas, is a young man 
in years. He's quiet, but a fighter. You 
know barking dogs seldom bite. 

Ho Quitter Brer Got There. 

Speaking of thundering again reminds us 
that the high-pressure area in the vicinity of 
Washington, D. C, was removed to Detroit 
when C. M. Storm — who has started one 
among the life-o'-trade there — rumbled in. His 
friend and right-hand counsellor, "Duke" Sib- 
bald, came also. They constitute a great busi- 
ness combination. 

"Genius" is Hard Work. 

Trailing a splendid selling record, C. Berlin 
Boyd, Kansas City, came to the factory. With 
line weather the sales have been coming rap- 
idly there and June will be the biggest month 
ever for the Hudson in K. C. 

Life is Too Short for After- Thoughts. 

We hesitate to chronicle the death of the 
Indiana chicken over whose frame the car 
carrying S. G. Chapman, Frisco, to the Indi- 
anapolis races, ran. For, be it known, Mr. 
Chapman denied the chicken its usual death- 
gurgle, that being Oslerized with the rest of 
its anatomy. 

Dawson Hong On Till He Won — Try It. 

Regarding the pot at the Indianapolis races, 
C. C. Winningham won it. He had left for 
Muncie, Ind., when Joe Dawson — the psychic 
strain being removed — won out. 

Syracuse and Atlanta Shake 

Hands at the Factory 

F. C. Benson, Syracuse, N. Y. (at left), and 
J. W. Goldsmith, Atlanta, Ga., being Introduced 
at the factory. 

Digitized by 



" The Original Hudson Man " 

M. B. Aultman, Jacksonville, Fla., ante, 
•leeps, talks, dreams and sells Hndsons. He Is 
Just about the most enthusiastic Hudson fan 
In the "Bl* Family." 

Little Selling Stories that 

Contain Valuable Tips 

4 — Qood 'Prospects Sometimes Wear 
Poor Clothes 


a FEW years ago a roughly clad man 
walked into the Coliseum during the 
Chicago automobile show. He wore a coon- 
skin cap, buffalo robe and carried a grip- 
sack that looked like a knapsack. 

He was unlike the average run of farmers. 
He didn't look like a prospect to us. 

He intercepted a salesman and asked a few 
questions. The salesman seemed to feel he 
was wasting every word of information he 
gave the man. While I myself felt he wasn't 
a prospect by any means, I felt that it was a 
shame to slight anybody that way. 

"He wants to take a ride of about two 
blocks," the salesman whispered in my ear. 
"Don't want to monkey with him, do you?" 

I don't know why I said so, but I told the 
salesman to take him for two blocks and pay 
him as much attention as he would an ordi- 
nary human being. I saw the man was being 
slighted and it made me kind of sore. 

Well, sir, that man — he happened to be a 
stockman — when he returned opened up that 
frowzy knapsack and extracted a roll of bills 
that would choke a horse. He peeled off a 
couple of them and bought the car spot cash 
without any further question. 

It taught me not to take clothes as an in- 
dication of a man's power to buy a car. 

A poor suit of clothes will carry just as 
much money as a good suit. I've seen a 
hundred such instances. When Mr. Poor 
Suit walks in to look over your car he usually 
knows pretty well that he's got the money 
and you don't have to determine it. His 
presence in your store or his inquiry about 
the car is your guarantee. 


a NEGRO walked into a middle-western 
automobile store recently. Nobody paid 
any attention to him or they were engaged 
in other pursuits. Being at leisure, I accosted 
him and asked him if there was anything I 
could explain or show him. 
He was an old negro and didn't seem to me 

to be a chauffeur, so he had me guessing. 
But I told him everything he wanted to know 
and explained a lot of things he didn't ask 
about. That took about half an hour or a 
little more. 

Presently in walked the proprietor of the 
establishment. "Why, how do you do ," 

he said to the black. "Are you getting proper 
attention?" The negro said he was. Ap- 
parently he was of some importance for the 
dealer took him in hand himself and dealt out 
all the information he wanted. The negro 
went away smiling. 

"Who was he?" I asked the dealer. I was 
puzzled. "Why, he does most of the buying 
for Mrs. Benjamin Harrison, wife of the 
former president of the United States. She'll 
buy this car, see if she doesn't. That black 
wouldn't let her buy anything else. I treated 
him right. He's a foxy old negro." 

And, sure enough, the next time I struck 
town I learned that Mrs. Benjamin Harrison 
had purchased the car. The negro had swap- 
ped the sale for a little human courtesy and 
had persuaded her to purchase this car. 

Who would have suspected that this aged 
negro had the power to swing a sale and 
swing it quick? I certainly didn't, but it 
taught me not to judge anyone on their 


g PROSPECT— one who had the money 
— was secured by A. E. Kirk of the 
Hutchinson Motor Car Company, Hutchin- 
son, Kan., last February. Mr. Kirk had 


Dealer C. M. Storm at Left and Hi* Right Hand Man, 
"Duke"Sibbald, of Washington. D. C. 

given him a number of demonstrations and 
had spent a lot of time with him. 

He did not feel that he could close him 
before the man could use the car, and, in- 
asmuch as competitdrs had the prospect's name 
he was not certain he could get him at all, 
although Hutchinson is a Hudson town. 

Finally April came along and the grass 
commenced to get green and the budding 
trees inspired Mr. Kirk to go after him with 
a view to closing him. He gave him another 
demonstration, got him into the store, but 
somehow every strategy he seemed to try on 
the prospect, worked in the wrong direction. 

The sale slipped away half a dozen times. 
It looked as if the man would have to per- 
suade himself to purchase a Hudson. Mr. 
Kirk couldn't seem to find the route and 
when HE can't find it, it is doubtful if there 
is any plan that will get it, for Kirk is a 
great salesman. 

In desperation, an idea struck Mr. Kirk. 
"The total story of the New Self-Starting 
Hudson '33,' " he reasoned to himself, "Is 
in that Hudson Digest." In less time than it 

takes to tell it, Mr. Kirk had grabbed his 
Digest and thrust it into the prospect's hands 
with the command : "Read that all the way 
through tonight — it is an encyclopedia on Hud- 
son cars. Return it tomorrow." 

That at least would get the man back into 
the store the following day, Mr. Kirk felt. 
But the next day came and no prospect showed 
up. Then came the second day following and 
while Mr. Kirk was wondering what had be- 
come of prospect and Digest, the 'phone rang. 

"Hello, Kirk, this is Mr. B., to whom you 
loaned the Hudson book. I've decided I want 
that torpedo. How long will it take to get 
it ready for me?" 

Mr. Kirk nearly fell over dead, the shock 
was so great. He delivered the car immedi- 
ately and got the money. 

It just needed a good smash to close the 
sale and the Digest, in this case at least, was 
the knockout punch. Maybe you've got a 
hard nut to crack. Perhaps the Digest will 
help you deliver the final punch. You might 
try it, but be sure you don't loan the book 
where you are liable to lose it. It gives away 
your full selling equipment to competitors, 
if you do. It is a great weapon. But be 
careful it doesn't back-fire. 

Opportunities That 

Were Not Lost 

2— Grasped by Mr. Albright 

OEALER ALBRIGHT, Richmond, Ind., 
was being bothered by price-cutters. 
They seemed to forget that if they sold a 
car for 20 off, they lost money. It's better 
not to sell a car at all than to pocket an 
absolute loss on it. 

Albright nobly held to the price and began 
to get a reputation for being a sound busi- 
ness man, unlike his competitors. Customers 
of the latter couldn't tell what the bottom 
prices were — that made prospects uneasy in 
purchasing of them. They knew the bottom 
price on the New Self-Starting Hudson "33" 
was $1,600, however. They concluded that 
while competitors' $1,800 cars sold at $1,500 or 
$1,450 the latter figure must constitute their 
real value. 

The Hudson, then, must actually be $100 
to $150 greater value than the cut-price $1,800 

Mr. E. T. Stenersen 

of Charlotte, N. C. 

He la the Demon-ami ler and the Demon order- 

Digitized by VjOOQ IC 


cars, that was the way they reasoned. And 
Albright stuck for the price and got it. He 
is known as the most prosperous automobile 
dealer there. He does the biggest volume of 
business, which proves his contention that 
upholding the price sells more cars than spas- 
modic cuts. 

The thought struck him one day that the 
Hudson, while not the highest-priced car at 
list, sold for the highest price of any car 
in Richmond. Logically, people suppose that 
"highest price" means highest quality, backed 
by the best engineering brains. 

Competition had prepared its own trap. 

Mr. Albright advertised the New Self-Start- 
ing Hudson "33" as the "Highest Priced Car 
Sold in Richmond," and advertised the $1,600 
price! Several immediate sales were directly 
traceable to this advertising and to the fact 
that people regard selling price as the indi- 
cator of value. 

The same principle is shown in the fact that 
there are thousands upon thousands of pounds 
of fish rotting in New York because it is 
so cheap people fear it cannot be good, yet 
it is the best fish of the year. 

The opportunity presented itself; Mr. Al- 
bright grasped it instantly, and put it into 
action. It is making money for him. 

When you see your own big selling oppor- 
tunity, don't let it slip by — grasp it. It pays 
in real money. 

The Pillars at Dallas 



What's The Matter With My Business? 

What a Business Detective Saw on a 4,000 Mile Trip 
Among Hudson Salesmen and Dealers 

By the Business Detective 

y^J'WO of the striking contrasts which I 
£ ^jencountered on this trip were system 
^^^and confusion. 

Some places were neat, orderly, and you 
could lay your hand on anything at an instant's 
notice. They inspired confidence in prospects. 
In others the disorderliness in their sales- 
rooms, garages and service departments would 
kill half a dozen sales before they'd make one. 

At one place the writer was impressed with 
the good management back of the business. 
System was in evidence almost everywhere. 
The dealer showed me his books, one of them 
being Moore's Loose Leaf Ledger, in which 
strict account was kept of every big or little 
thing that was purchased and brought into 
the shop. That served not only to stop the 
leaks resulting in loss in seven out of ten 
repair shops, but also served as a daily inven- 
tory and enabled the dealer to see at a glance 
each night just the amount of stock of each 
kind on hand and what was necessary to be 
added to the stock room in order to keep it 
complete. , 

The lack in connection with this agency, and 
which to me was a more general lack than 
any other one, was the failure to make the 
car which he represented stand out promi- 
nently before the eyes of the purchasers enter- 
ing his place of business. 

"Star the Car" 
J^^HE words that came immediately into 
^^my mind as giving the dealer the idea 
I had in mind in connection with making the 
car prominent in his place was to "star the 
car," and I think that there is no need of 
entering into an explanation of what I mean 
by these three words. 

A merchant, in staging special goods, places 
them so prominently in his store that a cus- 
tomer entering his salesroom sees them prac- 
tically to the exclusion of everything else. 

A dealer representing a car is specializing 
on that car all the time, and it should be dis- 
played in exactly the same way and with the 
same idea in mind which the merchant has 
in connection with selling his special goods. 

At another point I visited I felt immediately 
upon entering the salesroom that there were 
too many cars on the floor. Two or three 
could have been arranged more effectively and 
with better effect upon prospective buyers. I 
also felt at this point the longer that I talked 
with the dealer and his salesman that there 
was absence of progressive ideas. 

Too much reliance was being placed upon 
old selling methods, whereas, more time could 
have been devoted to new ideas and their 
working out with greatly increased profit to 
the agency. 

Wording Etrerp Idea— Maying flionep 
J^^HAT I refer to above will be better seen 
C^bv stating that at the next agency I 

Rupert Cox, Beaumont, Texas 

From the oil conn try of Texas. He It a treat 

visited the dealer was working every pos3ible 
idea which had been advanced by the factory 
advertising department and every idea his own 
brain could conceive to further sales. 

For example, he was using the free publicity 
furnished him by the advertising department 
of the Hudson Motor Car Company and was 
having no difficulty in getting the publisher 
of his paper to insert this material gratis. I 
am fully convinced that his constant use of 
this material is serving to keep the Hudson 
car always before the readers of that paper. 
He has made it a Hudson town. 

He has a table in his office on which are 
bearings and gears and other parts of the 
Hudson car, and also similar parts of another 
make of car, and with a knife and file which 
he keeps on the table he shows the prospective 
buyer, whom he takes into this private room 
after having talked with him in the general 
salesroom the superior quality of the material 
in the bearings and gears of the Hudson car. 

This never fails to make a deep impression 
upon the buyer, and it was jokingly told me 
— but I haven't a doubt but that it was true- 
that before a prospective buyer gets out of 
this private room the dealer rarely fails to 
get his signature to an order and his deposit 

Beautiful Room— Bad Visptap 

J^^HESE are only two of the many ideas 
^^ which this particular dealer is working 
all the time. Another thing which he is 
doing, and which without question has much 
to do with Hudson owners' satisfaction in 
their cars, is that when he sells a car to a 
person never having driven a car before, he 
has him take a complete course of instruction 
under him, not only teaching him how to 
drive the car, but the necessity of keeping it 
lubricated, of looking after it very carefully, 
where to look for trouble in case motor will 
not start, and a lot of other little things that 
draw out the intense interest of the buyer in 
his own car and makes him an enthusiastic 
user of it. 

At another point visited, while the dealer 
has a beautiful display space, being situ- 
ated on a corner, he was losing out by having 
no car in this space. He has the opportunity 
of displaying his car on a covered raised 
platform to the finest possible advantage. I 
could see how a car displayed in this way 
in his corner salesroom would attract the 
attention of every passerby. 

(Continued in next week's Triangle) 

The Main Obstacle for 
Modern Business Men 


Formerly Vice-President Simmons Hardware Co.. 

Now Editor of the Hardware Reporter 

a NY Sales Manager knows and will join 
with me in saying that the greatest 
obstacle he has to confront in the 
problems of Modern Business is ignorance. 

Men of today are inclined to know a little 
about a great many things and not enough 
about any one thing. They are afflicted with 
poor memories. 

I remember, we used to carry a special 
brand of porcelain ware which we tried to 
push especially. We had spent a great deal 
of money in drawings and literature describing 
this ware and how it was made, and why it 
was the thing to buy. We took all new sales- 
men to this department, and explained very 
carefully all about this ware of ours, empha- 
sizing all its points. As the new men came 
back from their trip around the factory. I 
usually made it a point to meet them, and dur- 
ing our conversation I usually asked : 

"You saw that new line of porcelain ware, 
did you not?" 

"Yes, sir." 

"Well, can you tell me what is the name of 
that ware?" 

In a great many cases the salesman had for- 
gotten, althoughit was mentioned particularly 
and called especially to his attention. 

Digitized by V^OOQiC 

What's the MATTER With 

MY Business ? 

What a Basin*** Detective Saw on a 4,000 Mile Trip Among Hudson 
Salesmen and Dealer*. 

Article No. 3 


XAM convinced that the average automo- 
bile salesman has got to do a lot of study- 
ing of human nature and motor cars be- 
fore he acquires a very large degree of salesman- 
ship. There are too few real automobile sales- 

For instance, on this 4,000-mile trip that I 
made among members of the "Big Family." I 
heard scores upon scores of platitudinous selling 
talks. 1 should say "alleged selling talks." 

The net of them was "this car is the best." 
Just think how idiotic it must sound for the 
buyer to hear every salesman for every car tell- 
ng him virtually that same thing — meaning 
absolutely nothing to him after he has talked 
with several salesmen. 

I am going to tell a story here that will amaze 
you. Yet it took place in one of the Hudson 
agencies in which the organization is generally 
believed to be live wires — a bunch of keen order- 

A lot of orders are lost because the salesman 
is afraid to ask for the order — or he asks for it 
too late. That's the subject of this story. 

Planned to Buy Competitor's Car 

I WENT to a certain town — a good sized one 
— and found a Hudson salesman who said 
that he had a prospect who was slipping away 
from him. He was going to buy a C. car, and 

he just couldn't seem to close the man. 

I said I would go with him to the man's place 
of business and see wherein lay the difficulty, 
that, even if this sale were lost, the salesman 
could profit by his mistake the next time he ran 
into the same situation. Also the salesman 
would be able to recognize the difficulty the next 
time it stared him in the face during the pros- 
pects' progress toward the dotted line. 

So we went over to the prospect's office and I 
talked with the latter in the attempt to locate 
the snag. After discussing the car to some extent 
the prospect excused himself to go into another 

That gave me an opportunity to talk to the 

"Now get out your pencil and paper and start 
figuring on what this man wants on his car, so 
you can tell him the price. Then ask him for 
the order when you get it totaled up. He'll buy 
a car all right. You just haven't asked him for 
the order. That's all the difficulty there is here." 

The prospect returned. 

Ask Him for Order 

JriE salesman did just as I had told him to 
do. His hand quivered when he began to 
add up the column of figures opposite the list of 
things wanted on the car. because the salesman 
knew the next thing was the stiflfest of them all — 

add i 


_ then push. By that I mean come out flat 
and ask for the order. Not roughly, or bluntly, 
but make the point plain nevertheless. 

There are a lot of things to be learned about 
closing the order, and I'll venture to say that 
not one salesman in one hundred does trie best 
he is capable of in closing sales. 

Few men ever hold out a "clincher" — that 
is a good selling point about the car — to spring 
at the psychological moment, when a man is 
just hovering over the dotted line. 

It is a mistake if you shoot your entire ammu- 
nition and don't hold out a big point to throw in 
to your selling talk a moment before you finally 
ask for the order. Study the subtle art of clos- 
ing sales. You'll find there is an amazing 
amount of knowledge that will make you a big- 
ger salesman or a bigger dealer. 

This was one of the striking answers to "What's 
the Matter With My Business" which I dis- 
covered on this trip. It is worth a lot of hard 

(Continued in next week's TRIANGLE.)